Welcome to a seven part series on the Seven Deadly Mistakes that are Crippling Your E-Mail Marketing Campaigns.
Over the next seven parts, we’ll talk about each of these mistakes and how to fix them fast so you can skyrocket your response rates from your e-mail campaigns. So, let’s get started…
Question: One of the best ways to generate a high quality list of potential buyers for your products or services is to publish an e-mail newsletter or e-zine. But, once you have generated your prospect list, what’s the best way to get them to start buying from you?
But… what if you have a good list and you have been e-mailing it regularly but no one is buying?
Or, what if buyers just aren’t lining up the way you think they should?
The most likely answer is that you are making one or more of the seven deadly mistakes that most marketers make in their e-mail marketing campaigns without even realizing it.
Curiously enough, many of these mistakes are the same mistakes that marketers make in their offline direct mail campaigns.
The good news is that any of these mistakes can be easily fixed with just a few tweaks to your campaign, so you can tune things up and get better results from your next campaign in almost no time.
Mistake Number 1 – Failing To Deliver Your Message “Above the Fold”
It’s no surprise that with all the marketing messages we are inundated with these days, we have a short attention span, especially when it comes to being sold.
Buyers are out there and they actually WANT to be sold, but if you make them sift through a bunch of copy that touts how wonderful you are or all the features that your product has, you’re probably going to lose them to the next incoming message before they have a chance to buy.
So, what to do about that?
Easy, old school direct mail marketers know that you have to capture your prospect’s attention “above the fold.” Above the fold refers to the crease in the letter where the paper was folded.
The idea was to get the would-be buyer’s attention in that tiny little third of a page space they would see before they unfolded the letter, or threw it away.
In modern day web-speak, above the fold means the copy you can see on the screen without having to scroll down. So, what do you want to convey “above the fold?’
Tell Them What’s In It For Them If They Read On
If you can put a powerful attention getting headline that tells the reader some killer BENEFIT they will receive by reading further, then you just may get them to read your entire marketing message.
Getting their attention won’t be easy, mind you. Remember, there are not only all the other e-mails in their inbox crying for attention, but there’s a whole ‘nother world of distractions for them all around them that are OFF the computer screen.
You know, the kids are playing, the boss is calling, phone is ringing, doorbell is clanging, dinner is cooking, chores are waiting to be done, etc.
The key to making them ignore all of that other clutter and getting them to read your marketing message is to let them see your best stuff on that very first screen, all laid out neatly and communicating to them loud and clear that even better stuff awaits them if only they will read on.
Don’t confuse a benefit with a feature. Features tell what your product does. Benefits tell what your product will do for your prospect.
Tell Them What Do You Want Them To Do?
Ideally, you will also be able to tell your prospect what you want them to be able to do above the fold as well.
Put your call to action above the fold so they can just read the e-mail in one screen with no scrolling and know that you want them to click a link or hit reply or whatever your goal for them is in this step of your campaign.
Don’t Confuse E-Mail Objectives With Snail Mail Objectives
Many people confuse selling via e-mail with selling via snail mail. If you’re an experienced direct mail marketer, you know that longer letters generally sell better than shorter ones.
The reason is that the number one reason a prospect does not buy is a lack of information.
When you get their attention in a paper mail letter, you want to give them ALL the benefits and reasons to buy that you can think of AND overcome all of the objections that you think they may raise.
E-mail selling is a different dance though. Think of it as a Texas Two-Step. First, you want them to read the e-mail, then you want to persuade them to click a link that will take them to a longer marketing message.
If you open an e-mail and see a huge, long glob of text, you’re probably going to either trash it, not read it at all or file it away as something you will get to later. Any of these options is a total failure for the e-mail marketer.
The first two are obvious, but the file away option is just as bad because people almost NEVER return to those “I’ll read it later” e-mails.
So, in the two-step, you want to catch their attention and then drive them to a “landing page” which will contain a whole lot more of the specific information you want to give them.
The landing page acts as your traditional snail mail copy that gives all the details and overcomes all the objections. The e-mail message is like a headline in snail mail, it just has to get them to want to go and learn more about what you’re selling.