Writing Killer Promo Emails – Part VIII

Important Tips on Getting Your Email Read
The single most important factor of making sales when you
are doing an email marketing campaign is getting the
recipients of the marketing emails to actually read your
email messages. It is obvious that if they don’t read them,
they won’t buy what you are selling.

You can do all of the technical things just right and still not
have the recipients of your emails reading your messages and
acting on them. It’s more than a little possible that the
problem lies in what your messages say and how they say it.

Marketing emails need to be easy to read. It has been proven
time and time again that email recipients will not read long
blocks of text….not even if it from their mothers.

One reason for this is eye strain. Reading text on a computer
screen is much harder on the eyes than reading text on a
printed page.

Make your marketing emails easy to read and easy to act
upon. Keep your sentences and your paragraphs short. It’s
been said before, but here it is again. People will not read
long blocks of text. Don’t send it.

Use bullet points for emphasis rather than exclamation
marks. The overuse of exclamation marks is a mistake that
many affiliate marketers make.

They assume that using many exclamation points gets the
attention of the reader when, in fact, they are distracting.

Do not use all capital letters. Using all capital letters is not
polite. It is considered to be shouting or yelling and your
readers won’t appreciate you raising your voice to them.

Be absolutely certain that every word is spelled correctly and
that the grammar usage is impeccable. I can’t tell you how
turned-off misspelled words and poor grammar is to
intelligent email recipients.

Both will make you appear dumb in their eyes and they won’t
be buying from someone they consider dumb or uneducated.

Most spell check programs are very good but they are by no
means infallible.

You need to recognize misspelled words yourself. These
programs will not correct words that are spelled correctly but
still misused and are grammatically incorrect.

As to content, that is a whole different animal. It is a good

thing to tie your email marketing campaign to a current
event or a national holiday. People do seem to have one-track

If it is near Christmas, they have Christmas on their brains.

If it is election season, that’s what they are thinking about.
When tax time rolls around, they suddenly remember that
they have to actually file tax returns and taxes are at the
front of their minds.

They are concentrating on different subjects in the summer
than they are in the winter.

So tying your email marketing campaign to a holiday, an
event or a season can help to assure that your marketing
email message is not only opened and read but effective as

Using the correct tone when addressing the members of your
opt-in list is important. When you send email to your list you
should first be certain that you use the personalization
feature that your autoreponder provides.

Second you need to ‘speak’ in a friendly but business-like
tone. Think of the difference in the way you tell your boss
why you are late and the way you tell your spouse why you
are late. That’s what is meant by ‘tone’.

You never ever talk down to your opt-in list members. You
must not assume a tone that is too formal or too distant. On
the other hand you must not speak in a tone that is too
casual or too familiar.

Moving Your Reader to Take Action
“Keep your eye on the prize!” “Keep your eye on the ball!”
Those are both old sayings and ones that has been
paraphrased many times and many ways but the message is
always the same. Don’t forget what is important.

There can be many distractions when you are an email
marketer. When you are writing an important marketing
email you can get distracted by the necessity of using the

right form or keeping your sentences short or a dozen other

The ‘ball’ or the ‘prize’ that you need to keep your eye on is
that the objective of your marketing email is to entice the
recipients to act on your recommendations and, in fact, drag
out those credit cards and buy what you are selling or even to
visit your website and take advantage of a free gift that you
are giving away.

Sometimes the problem can be the form that is used in your
email. It is important that the message be clear and that the
main points are in bulleted form so that the email can be
scanned easily by the recipients.

Remember to use, short sentences and short paragraphs.

Don’t use all capital sentences and curb your enthusiastic use
of exclamation points.

Sometimes the whole problem can be summed up in just one
word: procrastination. We seem to be a nation of
procrastinators. We never do today what can be put off until
tomorrow or, even better, indefinitely.

Can you imagine what would happen to the tax system if
April 15th were only a suggestion and not an absolute
deadline? Let’s see a showing of hands of all those who would
meet a suggested tax filing deadline!

Wouldn’t it be nice if there were some sort of tried and true
formula for getting the recipients to take action and buy
what you are selling or download what you are giving them

Maybe you should not suggest that they buy what you are
selling when they get around to it or downloading what you
are offering at their convenience. Perhaps you should be a bit
more emphatic and a bit more specific, set limits and set

By telling you to be more emphatic, I am in no way
suggesting that you use a lot of exclamation points or a lot of
big capital letter sentences.

No. I’m suggesting that when you write your marketing
email that you use bullet points that will cause the recipients
of your marketing email to take action and to take it

A bullet point that says:

  •     For a limited time only!

Isn’t going to be all that effective.

A bullet point that says:

  •     This offer expires at midnight on November 10th!

This will be much more effective because it gives a specific

A bullet point that says:

  •     This is a limited offer!

Isn’t going to be very effective either.

One that says:

  •     This offer is limited to the first 200 applicants!

Might just get some action. Everybody wants to be
first…even though they also will procrastinate given the

The point is to provide the members of your opt-in list with
an very good reason to take action and to take that action

It could be that you goofed and word-wrapped the links in
your marketing message. Many email programs do not
deliver word wrapped links. All the recipient will see is the
words…there will be no link to click on. Remember to include
full URL’s.

Keep your eye on the ball! Remember that the main objective
is to get the members of your opt-in list to click on the links
you provide in your marketing email message.

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