Writing Killer Promo Emails – Part IX

How to Write A Powerful P.S.
There are several parts to an email. First there is the ‘from’
line. This is where your name or your company name goes.
This tells the recipient who the email is from.

Next there is a subject line. This is an important part of an
email message. You are limited to 50 characters here and
those 50 characters can determine whether your email is
opened and read or deleted. You will find thousands of words
written on the subject of ‘subject lines’.

Then comes the body of the email message. You can find a lot
of information concerning how important it is for you to get
this part right. You will be told time and time again to keep
it short.

Keep you sentences and your paragraphs short. Use bullet
points. Don’t use all capital letters. Don’t use too many
exclamation points and on and on.

All of this is important information and it is all information
that you need to read, understand and apply when writing
your marketing emails.

After the body of the email comes the signature. The
importance of the signature is rarely mentioned but it is also
an important part of a marketing email.

Be certain that you make those signature lines count. Use
your name, your company name, a link to your webpage, as
well as, a link to the product or service that you are selling.

Next comes your last opportunity to make your point and sell
your product or service. It’s the P.S. line. P. S. is an acronym
for ‘post script’ which means ‘after the signature’.

It can be compared to ending a telephone conversation by
saying, ‘Goodbye (signature) and don’t forget about the
meeting tomorrow (P.S.).

View that P.S. as an opportunity to get in a parting shot or
create a tease for an upcoming marketing email or as an
incentive to join a teleseminar or a webinar.

The P.S. line can be used either as a hook-setting
opportunity or as a baiting opportunity. Whatever way you
use your P.S. line, it needs to be ‘above the fold’ or above the
scroll line in order for it to be the most effective.

**The only thing that should ever always be below the scroll
line is the opt-out option.

Using your P.S. line to ‘set the hook’ means using it to hit the
main selling point made in your marketing email one more
time.

For example:

P.S. Don’t forget that this product will save you both time
AND money. (And provide the URL to the sales page once
more.)

Another example would be:

P.S. Don’t forget that this offer ends at midnight on November
16th. (And again, provide the URL to the sales page.)

Yes another example would be:

P.S. Don’t get left out! This offer is limited to the first 200
applicants. (And provide the URL to the sales page.)

Using the P.S. line as bait is a rather simple but very effective
sales technique. When I say ‘bait’ (a word that I really
dislike), what I am referring to is a tease or an incentive.

Once example of a P.S. line being used as ‘bait’ is:

P.S. Don’t miss the next newsletter. There will be an offer
that will amaze you! (Add a link to your subscription opt-in
box.)

Another example of a P.S. line being used as ‘bait’ is:

P.S. You don’t want to miss finding out why I got sent to jail
which will be revealed during this teleseminar. (Add a link to
the squeeze page for registering for the teleseminar.)

Common Mistakes People Make when Writing Promo Emails
There are at least as many ways to do a promotional email
wrong as there are ways to get it right. One of the first
mistakes that affiliate marketers make when writing their
promo emails is that they…

Lose sight of the objective:

The ONLY objective of a marketing email is to sell the
product or service that you are promoting to the members of
your opt-in list. Every word of the email needs to be directed
at realizing that one objective.

See their list as email addresses:

An opt-in list is much more than a list of names and email
addresses. It is a list of people! Real, live, human people are
what make up your opt-in list. You must market your
product or service to humans and not email addresses.

Fail to provide themselves with the right tools for the job:
If you are painting a room, you need paintbrushes, paint
rollers, drop cloths, etc. If you are send promotional emails,
you need the right tools for the job, as well. The right tools
for the job of sending promotional emails are:

Note Tab Light
http://www.notetab.com/

URL Cloaking
http://protrafficfunnel.com/

Find V
http://findv.com/search/

Secrets of Affiliate Marketing Success
http://viralhost.com/conf2.html

Use weak and ineffective subject lines:

Most auto responders allow you to use up to 50 characters in
a subject line. The first 25 of those characters are what
stands between the marketer and an email that actually
opened and read. (The second 25 should be left on the table.)

If marketing emails are deleted without being read, they are
totally useless. Writing powerful, attention-getting subject
lines that inspire recipients to open your marketing emails is
an ability that needs to be developed to a high degree of
expertise.

Effective subject lines are short, to the point, have a tease
quality and never promise more than what will be delivered
in the attached marketing email.

Use all capital letters:

The use of all capital letters in any kind of email is the
equivalent of shouting or yelling at a person that you are
having a real world conversation with. It is rude and
completely unproductive. Don’t yell at the members of your
opt-in list. All capital letters do not draw attention nor
convey excitement.

Use a lot of exclamation points:

One exclamation point at the end of a sentence means that
the sentence is an exclamatory one. Multiple exclamation
points at the end of a sentence are another form of yelling
and they do not denote added excitement. They are taking up
valuable space in your marketing email and maybe even
irritating the recipients.

Never use bullet points:

It is a known fact that people don’t read marketing emails
word for word. People scan marketing emails. Marketing
emails need to be easy to SCAN. The use of bullet points
makes it easy for recipients to easily identify the important
information that is contained in the email. You should
always use bullet points for the main points that you are
making in your marketing email.

Make their emails too long:

Marketing emails should be short. They shouldn’t have a
scroll bar and they should only be 300 to 400 words long.
They should never contain large blocks of text. It won’t be
read.

Fail to use the P.S. line effectively:

The P.S. line(s) of a marketing email appear last but they are
as important as the first word of a marketing email. The P.S.
line needs to be used to hit the most important aspect of the
email again or as a tease for an upcoming email.

More Tips on Getting Your Email Read & Followed Through
Affiliate marketers depend upon having their marketing
emails opened, read, and acted upon. Unless those three
things happen, the affiliate marketer will pretty much be out
of the affiliate marketing business.

If you are formatted your email correctly and it is readable in
all email programs, then you just need to be certain that you
have done everything possible to encourage the recipients to:

Open the email: The subject line is one of the two
determining factors of whether an email is in fact opened or
sent unopened and unread to the deleted mail file of the
recipient. The first factor is who the email is from. Since the
recipient opted into your list, it is fair to assume that they
want to get email from you. The second factor is the subject
line.

Most autoresponders allow 50 character long subject lines.
Only the first 25 or less have any real value. You must use
those 25 words to entice the recipient into opening the email
to see what you have to say.

Personalize the email in the subject line. Your autoreponder
will allow you to do this. ‘John, you can save money and get a
free gift!’ is much more effective than just, ‘You can save
money and get a free gift!’ So first, personalize your subject
line.

The word, ‘free’ has been maligned but don’t believe

everything you hear. People like free. Everybody likes
free….poor people, middle class people and maybe especially
rich people.

There are other words that have proven to be effective in
subject lines as well. ‘Ease or easy’, magic or magical, are
some of them. You must use some mystery and some tease in
your subject line, in order to get the recipients to open them.

Read the email: Once the recipient has been convinced to
open the marketing email from you, the next trick is to get
them to read what you have to say.

The problem is that most computer users do not in fact
READ anything. They SCAN. So it is up to you to get them to
actually slow down and really read what you have to say.

The email must be interesting. If you can start with a
story….and I’m not talking about a novel…I’m talking about a
two line story, you can get their attention. “Bill thought of
himself as a loser until he tried our product.” This is a story.

You must include bullet points in order to make your
marketing email easy to read. You don’t ever want to include
large blocks of text.

Short simple bulleted points that list the advantages that
your product can provide will make it easy for the recipients
to see the important facts as a glance.

Act on the email: Once you have convinced the recipients to
open and read your marketing email, the next step is to get
them to actually act on your suggestions you have made, (i.e.
buy what you are selling).

The first thing you need to do is to make the link for ordering
your product or service easy to see. Remember to never
word-wrap links.

All email programs don’t deliver email with word wrapped
links. All the recipient will see is the word…the link will not
be included.

The second thing to do is to either make the offer for a
specific limited time (midnight on Thursday, November
30th) and not just say ‘limited time or to limit the offer to a
specific number of people (this offer is limited to the first
200 applicants) and not just limited space is available.

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