I hope you're
looking forward to uncovering the secrets that it holds.
In today's "Internet Marketing that empower Success"
lesson, you're going to learn the basic of email marketing.
Now I know what you're thinking: Basics don't sound very
exciting or "empowering." But the basics are the foundation
upon which everything else is built. Miss these and you
may end up spinning your wheels for the next 12 months.
(Wouldn't you rather be spinning stories about how you made
your first million?)
So find a comfortable spot, put up your feet and let's get
ready to rumble!
Essential Rules For Effective Email Marketing
If you want an email campaign to succeed, you don't want
to offend anyone when sending your messages. Turn off a
consumer with your email and you can be sure they'll tune
out your message. Don't let this happen to you!
A message that earns respect makes sales. That's why our
first topic for discussion is email etiquette. (Later in
the course, we'll talk more about how to write an email
sales letter.)
Train yourself to always -- and I mean always --
stick to the rules below when crafting your email message.
Rule #1
Always wrap your lines at 65 characters or less
Whenever you write an email, always format the lines so
that they're 65 characters, or less, across. To do this,
you may need to do a "hard return" by hitting "Enter" at
the end of the line.
Wondering why to limit your lines to just 65 characters?
(Good question! It shows you're thinking.) There are two
reasons that "less is more":
-
The first
thing to remember is that looking at a computer screen
for a long time causes eye fatigue for
many readers. The shorter span of characters across
the screen makes reading easier and more appealing to
the recipient of your email message.
-
The other
reason to go short instead of long is this:
some email clients automatically enforce line-wrapping
at 60-65 characters on received messages. If your email
is wrapped at 70, the content will arrive all "chopped
up." This makes it unattractive...and worse -- unappealing.
Tip within
a Rule #1: Email clients such as Outlook Express allow
you to set the line-wrap to any character-width you
choose. That means you won't have to hit Enter each time
after typing 65 characters. Makes life easier!
Tip within
a Rule #2: You can type 65 asterisks or dashes in a
Notepad file to create a template. Then paste your email
below it to see if any lines extend too far to the right.
Rule #
2
Be careful using all CAPS
How many times have you changed the TV channel to avoid
listening to a screaming car salesperson? No one likes a
screaming salesperson...and no one likes a "screaming" email
message, either.
Odds are,
when someone has over-amped the volume of their message
by using too many capital letters (not to mention too many
exclamation points and other punctuation) - you're going
to be turned off.
On the Internet, email messages written in all caps are
considered yelling. It's okay to write some sentences and
some words in all caps, but don't go overboard. (As you
can see in this message, I've tried to use capital letters
to help break up sections of the content from time to time)
Tip within a Rule: Consumers buy from a source they
trust. Emails in all caps are perceived as "shady" or uneducated,
and have an appearance that damages the credibility of an
offer.
Rule #3
Watch your Ps & Qs (Spelling and Grammar)
Would you be influenced by an email selling you something
that had noticeable spelling and grammar mistakes? Sure
you would...and the influence would be negative, not positive!
When a consumer
reads a sales message that's filled with errors, they think
to themselves, "Good grief, this person doesn't even take
the time to get his emails right. His product is probably
the same quality as his emails."
When you're in business, your image is your reputation
and your reputation is the reason people buy from you or
the guy down the block. It's essential that you create an
image of integrity, credibility, and honesty
in the mind of your prospects. Sending emails filled with
errors doesn't
hurt your professional image...it destroys it. (Ouch!)
That's it for Lesson #1, to proceed with Lesson #2
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