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Is email marketing still useful?
By Dennis Brooks
The answer to the above question is definitely YES, email marketing is still an extremely valid form of promotion. The headline needs to draw the reader in, make it a question, give them the answer to a problem, make them curious. If you don't make the headline appealing in some way they will never read the body of the email. Open whenever possible with the recipients name, as most marketing emails are generated with the use of an autoresponder that is not hard to do. Start the body with the most important statement, you only have few seconds to get the readers attention and if the opening statement doesn't hold their attention they will just delete the email and you've lost them. Anything you wish to emphasise use a bulleted list as that is much easier to read than a big block of text, you need to do this because most readers will just scan the text and not read it fully. Just include the necessary amount of information, unless it is extremely well written most people wont read a long email that is used to promote a product. Insert a call to action on the part of the reader, one of the most powerful statements you can put in is 'click here', this tells the reader what they need to do. Always finish with your name and possibly a link to your website or something that they may remember you by. Lastly try to add a P.S. a lot of readers will simply read the headline then skip to the bottom of the message. In the P.S. put another call to action. One mistake I see a lot of people making is that they put too many links into the email, if there is more than one link in an email the reader will simply get confused as to what link you want them to click on and just delete the message, so none of it will get read. You may think that if you are sending emails through a list builder where the reader has to click a link outside the body of the email to get their points that they will go to the web page that you want them to go to anyway, that is not necessarily the case, if the email was of interest they will be more likely to follow up on the web page, if not they will just collect their points then delete the page. |
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