Just like writing a sales page for your product, program or
service, writing successful email promotions can be easier
than you think. There's a science to it, more than an art,
and to get you started, I'd like to share a tested formula
for you to follow.
Taking the time to consider and answer the questions below
before you write your email promotion will make it easier
to write, easier for your reader to engage with, and easier
to turn your prospect into a buyer.
Here are 5 essential elements to writing email promotions
that will increase your sales:
1. Who's your audience?
It's important to know exactly who your audience is before
you start writing the copy for your email promotion.
Obviously, you'll be sending your promotion to your list.
But will it be for your entire ezine subscribers list? Or
are you making an offer only to the people on your list who
have bought from you before, your customers? Or are you
targeting your one-on-one clients only?
Getting really specific about who you are writing your
email promotion to will allow you to make it as personal as
possible, and the more personal you can make it, the more
sales you'll make.
2. What action do you want to your reader to take?
Decide what it is exactly that you want your reader to do.
Is it to subscribe to your ezine? Is it to join one of your
group programs? Do you want them to invest in a new product
or take advantage of a sale you're having on an established
product?
Choose only ONE thing for your reader to do (remember, 'a
confused mind always says no') and they are much more
likely to do it!
3. What benefits will your reader get?
If your reader purchases your product, how will they
benefit? If someone subscribes to your ezine, what will
they get out of it? If a reader signs up to work with you
one-on-one, how will that make things better, easier, more
fun or whatever it is that you can do for them?
Make the benefits your reader gets crystal clear in your
email promotions. If you have more than one, use bullets to
make them easier to read and digest, and lead the reader
smoothly to your call to action.
4. What's your 'take action now' lever?
For each promotion you do, you want to choose and use a
tactic for getting people to take action. We're all
procrastinators, so you want to strongly encourage your
reader to take action right away.
Some tactics you can use are to offer a limited
availability, a limited time, limit spots, special price,
free shipping for a limited time, etc.
5. What's your format?
Couple of notes on the format of your email promotions:
- Testing shows that HTML emails with bullets tend to
generate higher response rates, as long as they are between
1-2 pages.
- Make sure your call to action ('Buy Now', 'Visit This
Page for More Info', 'Order Today') is near the end of your
email promotion, after your list of benefits and your 'take
action' lever.
- Include contact information at the bottom of your email
promotions, with an email address and/or phone number for
people who have questions.
- Don't forget your unsubscribe information as well, to
comply with CAN-SPAM laws.
- Include a PS, which is the second most read part of any
sales copy. One effective use of a PS is to ask for the
order again, including the link.
Use these 5 elements as a framework for your next email
promotion and track your conversion rates. You should see
more results and make more sales by doing so!
----------------------------------------------------
Alicia M Forest, MBA, Multiple Streams Queen & CoachT,
founder of ClientAbundance.com and creator of 21 Easy &
Essential Steps to Online Success SystemT, teaches
professionals how to attract more clients, create
profit-making products and services, make more sales, and
ultimately live the life they desire and deserve. For FREE
tips on how to create abundance in your business, visit
http://www.ClientAbundance.com .
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