The Insider’s Guide To Sending Emails That Sell

The majority of businesses see only moderate success when it comes to email marketing. But there area rare few that manage to make millions where others make thousands, and to truly excite their audience instead of being ignored. But what are the secrets that are making some do so well when the majority just can’t seem to get anywhere near the same kinds of results?

The first important factor comes down to building a rapport with the audience. Some of the best email marketers are those who sell information products. They begin the process by giving you something of value to get your email address. Perhaps they will get you to start watching an exciting video, and at an important moment they’ll ask for your email address in order to continue watching. They are not asking for money or anything else: all they want is your email address because they have such confidence in their ability to turn that address into money later down the line.

When they get your email address, they won’t get you to buy something right away. They’ll hint that a product is to come, but they’ll focus primarily on building up your excitement and giving you free information. By the time they ask you to buy something, you are already primed to make a purchase.

Presentation Skills

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The enterprise version of the same strategy is to give away a whitepaper or an eBook. Then you send emails for months and months, focusing mostly on delivering value. At some points throughout the process you invite them to more product-focused webinars and possibly you get a sales person to give them a call.

The enterprise approach can deliver value, but it often lacks a bit of personality compared to the information product equivalent. Thankfully, there is a good middle ground. Keep on sending out your whitepapers, but make sure they are truly exciting and engaging, not just corporate fluff. At the same time, send links to blog posts that show more opinion and have some entertainment value. The trick is to make the reader feel like you are not just knowledgeable and serious, but also interesting, engaging and a cool company to work with.

Your average email marketer may have done the occasional split test, but the best email marketers know to split test relentlessly. While every marketer feels they know their customers, the best email marketers know that they need to test their intuition to be sure what they know is true.

Inside a marketing department, it’s very common for people to disagree. One person will be adamant that one subject line would work great, and another person will think that the same subject line would be misunderstood and fall flat. Sometimes this can be a frustrating experience when you think you know the answer, but it doesn’t have to be. Simply turn this into a friendly bit of competition with your colleague and run a split test. Even if you turn out to be wrong, you will have learnt valuable lessons you can apply to your next email campaign.

When you follow the rules of email marketing success, you know that it’s better to be wrong and to learn something new. One great example of this is around finding the best time to send an email. Some people believe that emails should be sent at the weekend because people are less busy and have more free time to engage with content. Others believe that a Friday afternoon is great because employees are trying to burn time ahead of the weekend. There are even more people who think Monday’s best because people are back into work mode and ready to make serious decisions.

Well, even though all these people have smart reasons, all of them are wrong. When is the best day to send an email? It’s a Thursday. When is the best time? It turns out that it’s after 12 pm and ideally somewhere between 2 pm and 5 pm. There is no way someone could confidently predict this information without the right data, and it still varies from company to company. But the lesson is, remain open-minded and wait for data before you make a final decision.Sending Emails


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Great email marketers also know when they are about to bore their customers. They will go through a brief spell where they will hammer their list with sales messages. Then they will retreat for a while, provide value for a long time, and only then will they go back to selling.

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