What You Need to Know Before Writing Your Email
Writing powerful marketing emails take practice. You will
look back someday on the first marketing emails that you
write and not only laugh but wonder why anybody bought
anything in the first place.
The first and most important thing to keep in mind when
you are composing your marketing emails is that real, live
people will be reading them…or at least you hope they will be
reading them. You aren’t sending email to email addresses.
You are sending email to people.
The real people behind the email addresses on your opt-in
list may not have a lot in common with one another. A
housewife in Toledo, a business executive in New York and a
rancher in Texas might not choose to have lunch together
but they do have at least two similarities.
They are all human beings and they all opted into your
mailing list. If you direct your marketing message to any one
of them, the message will go right over the heads of the other
two. Concentrate on the two similarities of all of them and
direct your message to those commonalities.
There is no doubt that you have heard this question many
times and phrased many ways…”What’s in it for me?”
WIIFM – That is precisely the question that the readers of
your marketing email want answered….and they expect you
to answer it quickly.
The members of your opt-in list want you to quickly answer
the ‘what’s in it for me’ question. They don’t want you to list
reasons for them to buy what you are selling. They want to
know how the product or service can help them achieve their
goals, make them feel better, look better, answer pressing
questions, solve their problems or answer their questions.
They honestly don’t care why YOU think that they should buy
the product or service that you are offering. They want to
know what is in it for them.
A simple way to keep your marketing email focused on the
ways that the product or service that you are offering is
focused on the needs of the recipients of the email is this;
there is no ‘I’ in ‘sales’.
Reread the marketing email that you have written. Every
time you have said, “I” change it to ‘YOU’ and rearrange the
sentence so that it makes sense. If the sentence can’t be
changed…remove it. It’s counterproductive.
The third thing to remember when composing your
marketing email is that you need to always use the right
‘tone’ when you are speaking to your perspective customers.
For example: You would not speak to your boss in the same
tone of voice or use the same words or phrasing that you
would use if you were speaking to your child or your spouse
or a stranger on the street.
Each person that you speak to requires that you use a different ‘tone’ so that your words are effective and understood.
The most effective tone for a marketing email is friendly but
business-like. You don’t want your emails to sound stilted
and formal. On the other hand, you don’t want them to
sound too familiar or too casual.
Either extreme would be a turn-off for some of the members of your list. Choose words and phrasing to convey your message in a friendly but business like tone.
The fourth thing that you should keep in mind when you are
composing your email messages is that spelling and grammar count. Misspelled words and poor grammar make you sound dumb and uneducated.
You most likely have a spell check program on your computer. Most spell check programs are very good but they are not infallible. The grammar check on Microsoft word will not correct grammar gaffs like using ‘there’ when you should have used ‘their’ or ‘your’ when you should have used ‘you’re’.