** Please add internetbasedmoms.com to your white list so that you can receive this newsletter regularly **

Community & Networking

Writing Email Marketing Messages That Sell
By Mila Sidman  

There is little doubt that email marketing is a fantastic tool.  It costs very little to implement and your return on investment can be amazing.  Here are a few tips and strategies to help make sure your email marketing messages are performing at their best. 

Your From and Subject Line.  Your from line tells people who sent them the message and it is often the first screening device.  If they don’t recognize the sender, the email often ends up in the trashcan without a second thought.  Put serious thought into your from line.  Will the recipients recognize your name or your business name more easily?  If you’re sending the email to a new list, what from line will give them the most confidence it isn’t spam? 

One suggestion is to use the word “team” in your from line to tell your reader that the email is from a group of people supporting the message.  For example, “From the yourwebsitehere.com team.”  When in doubt, do a bit of split testing to see which message has the higher open rate. 

Your subject line is another screening point.  First and foremost the word “Free” is a spam trigger and “Fr*e” while it may not trigger spam yet, still tells your prospects that you’re selling something – which makes it more likely they’ll just delete your email. 

The most effective subject lines are short statements that entice your reader to open the message.  For example, “Charge your customer higher prices and get them to pay without blinking an eye.”  (Note: if you’re sending a newsletter or an online course, put that in the subject line as well as a short teaser sentence.) 

Your Headline and body copy.  The rules for the headline and body copy operate like any sales page or letter.  Incorporate the elements of persuasive copy by using the basic sales structure:  Attention, Interest, Desire, and Action, however in an abbreviated form since many people won’t read a 1000 word email message. 

Like any marketing headline, your email headline purpose is to attract attention and offer a powerful benefit right up front.  Your first paragraph will summarize the benefit of your product while also making an offer and providing a method to purchase.  Why right in the first paragraph?  Because many online readers want to know immediately what the message is about.  Face it; many of us have short attention spans – particularly when we are reading our email.   

Your next paragraph will expand on the copy and follow the basic copywriting rules.  Present the benefits, offer proof and credibility, and then add value to the offer.  Your last paragraph will be your close where the offer is presented again as well as a means to make a purchase.  It is your call to action. 

Mila Sidman is the owner and editor of the popular website Internet Based Moms. She's a copywriter, marketer and mom with a passion for helping women succeed in business. Get personal business advice and daily job leads over at the Internet Based Moms Forums - http://www.Internetbasedmoms.com/bb