9 More Writing Tips for Successful Email Marketing
A few months ago, I wrote a guide entitled: 101 Writing Tips for Successful Email Marketing. In fact, many COPY TIPS subscribers have a copy. Since that time, I have worked on dozens of successful projects and have discovered some additional tips for boosting response.
1. Ask a question in the Subject line. This almost always gets the email opened. I suspect this is because questions are so much a part of everyday email between friends and colleagues. It´s a natural way to begin a conversation. Just be sure your question is honest and straightforward — not cryptic, hyped, or suspicious.
2. Write a letter, not an ad. With the growing use of graphics in email, a lot of marketers are experimenting with formats that look more like an ad than a personal message. The fact is, an "email ad" is more likely to be deleted on sight than one that appears to be a personal message – even if that message is obviously promotional.
3. Don´t be afraid to go long. In the early days of email marketing, short copy was the rule. But this is changing. For some offers at least, longer copy that tells a more complete story is doing better. This is especially true when a transaction is involved, such as a subscription or sign up.
4. Beginning, middle, and end. Most click-thru responses will come from the hyperlink at the top, bottom, and middle of your email message – in that order. A lot of marketers forget the middle hyperlink. Don´t. Your response rates will suffer.
5. Show a picture. For graphics-enhanced email, consider including a picture of your product. This will tend to lift response. Of course, if your product is intangible, you´ll have to think of an interesting way to present it as an image. But, trust me, it´s worth the effort.
6. Link the images. If your email contains pictures and other graphics, be sure to hyperlink them. You´ll be surprised how many prospects will click on these to respond.
7. Drop-text images. A drop-text is a text message that appears when your curser hovers over a graphic. This is common on web pages. In email, this technique works like a picture caption or sidebar that displays as your prospect interacts. Very powerful.
8. Bribes work well. An offer of free shipping, a discount, an invitation, or a free gift is extremely effective in email marketing. For my money (and my clients´) information premiums — white papers, guides, checklists, downloads — work best.
9. Add a toll free number. Most prospects will click thru and respond to your offer online. But some prefer to call and speak with someone live. A toll free number will often boost response.
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