One of the most effective forms of online marketing is Email Marketing. All successful online ventures can attest to the power of persuading their customers to buy their product through the effective and efficient use of Email Marketing.
The most important factor to consider is your content strategy. You have to know how to pursuade your client or customers depending on your level of interaction. Inbound customers are the easiest to persuade and convert since they took the time to contact you. It means that they were attracted to your product. Outbound customers need more convincing and it is your job to attract them with something that they cannot resist.
From my experience, these tips Tightwad Marketing sums up the step-by-step procedure to make a persuasive marketing email.
Stage 1: Evoke the pain. If your product or service is worthwhile, it relieves some sort of pain issue. Identify the customer’s pain points and call attention to them. Only after that pain point is brought to mind, should you offer a solution.
Most people put the solution too far forward in the mailer, mistakenly thinking that this is “benefit oriented.” The problem, is that the benefit isn’t relevant yet. It’s a solution for a problem people aren’t thinking about. That’s not a recipe for sales success. Remember, too, that research proves that people are more averse to pain than attracted to reward.
Stage 2: Offer your solution. Make it clear, concise, and compelling. Mailers are usually not the place to go into deep detail about internal processes, because that discussion slows down moving on to the next stages. Mailers are very good at delivering powerful visual images that communicate important points. So use pictures and charts, and always put captions under them.
Stage 3: Establish your credibility. This is where customer or client testimonials are invaluable, as are relevant awards. Third-party validation is the most-believable thing you can put forward on your behalf.
If you’re a new business, though, you may not have testimonials or awards you can use to support your credibility. You may need to tout your professional qualifications, including credentials, educational achievements, and professional associations. Or, business affiliations with organizations such as the Better Business Bureau.
Stage 4: Make your offer. Note that your promotional offer comes toward the end, not the beginning. That’s because, unless you’re very well-known by your mailer’s recipient, your offer lacks value until you’ve made a compelling case for your product or service.
That said, one good reason to move your offer up to the front, is when it’s spectacular. For instance, not just free pizza toppings, but a whole free pizza. Obviously, this kind of promotion is not a sustainable business model. But, it’s a way to “buy the love” long enough to break through the clutter and deliver your advertising message. In this case, remember: your promotional offer is your bait, not your hook. Once you get someone’s attention, you must communicate a compelling reason to buy your product or service even without your offer. And, you’d better have some sort of customer conversion mechanism in place, like a customer loyalty program. Otherwise, you’ll have invested in a costly offer for minimal returns.
Stage 5: Direct the reader’s next step. Ask for the phone call, the order, the visit, the opportunity to bid. Can you get more business by adding the words “Call me now”? Yes, in my experience, you can.
There’s a sixth, secret stage: repeat! No matter how well your mailer copy works, keep trying to beat it. Try new offers, test new appeals and approaches and markets. This constant refining of your advertising message not only sharpens it into a powerfully effective piece of marketing communication, but it also helps you catch trends early, keeping you one step ahead of your competition.
Direct mail can be costly or cost-effective, depending on the quality of your mailing list, the quality of your offer, and the quality of your mailer copy. Many of the lessons of direct mail transfer directly into other forms of direct response advertising, including email campaigns and promotional landing pages.