E-mail marketing is incredibly effective, but the market is saturated. Without an almost life-changing subject heading, your meticulously-planned e-mail advertising campaign for your business will never be opened.
So, how do you get our potential customers to open the e-mail that tells them how your product or service can help improve their lives?
Offer a taste of it to them in the subject heading and prove it to them in the e-mail. It is really that simple. It really is that easy.
As long as you really do have a product or service that can help your customers, offering it to them using the right words to keep it clear and simple, with a catchy phrase guarantees they will take you up on your offer.
From that offer, you can establish a relationship and start to build some business if you include the three ingredients we listed below. The classic example of a perfect offer that is widely used in marketing circles (and spoken of in hushed terms): Dominoes Pizza offers to deliver your pizza in ’30 minutes or the pizza is free.’
Using this example, we can break down the perfect offer into three manageable bits:
1. Your credibility
The offer should reinforce your brand and encourage the potential customer to trust you enough to buy from you.
2. Something for nothing
The potential customer needs to feel like it is a good deal for them. They need to feel like they will be missing out if they don’t sign up and it needs to be easy for them to sign on the dotted line. You need to provide the metaphorical pen and paper to be ready as soon as they see the offer.
3. The soundbite
You need something that gets their attention – that makes them remember you over your competitors.
Let’s think about ‘Pizza delivered 30 minutes or Free’ as the perfect offer.
1. Credibility – Dominoes offers to deliver pizza in 30 minutes or less. The cost is low enough for the customer to take a chance and order, giving Dominoes a chance to make good on its claim.
2. Something for nothing - The customer is hungry and he is guaranteed to be fed in 30 minutes. If he has to wait longer, he gets a free pizza. Everyone loves something for free.
3. Soundbite – It is memorable, there’s a challenge or race against the clock and the word free is involved. Best of all, it is only six words long.
If your business has an offer, don’t sell it short, offer it. Simply check the three criteria above before sending it.
Offering customers a discounted isn’t really your best offer, however. It is cost cutting. Offering customers a benefit through a product also isn’t a great offer because they have to buy the product first. You might also be tempted to explain why your company is so great, what your USP is, why you can deliver better than the competition, but that is not your best offer either.
Your offer must be something the customer wants, something you can give to them and something it is easy for the customer to take. After that, they will trust you and maybe buy from you.
Don’t explain why you are the only one on the market that can really deliver hot, fresh pizza very quickly, that you deserve the business because you are an up-and-coming grassroots community project. Instead give them the offer: ‘Pizza delivered in 30 minutes or it’s free’
Roy Preece has been teaching online sales techniques successfully for more than 10 years. Roy successfully trains people in e-mail marketing, web marketing, article writing, affiliate marketing and joint ventures. For more information, visit http://emailmarketingbuddy.com/