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The Main Reason Why Your Email Messages Don’t Get Read
If you engage in any form of Email Marketing you probably read the same things that I do about it all:
Email Marketing is completely ineffective.
Safelist Marketing is futile.
Email Ad Blasters are a scam.
And yet I know of several Internet Marketers that continue to make their livings almost completely from the leads that they generate from these specific sources.
So who is right?!
Actually, both are!
In spite of the fact that a central group of Network Marketers build their businesses this way, this fact remains:
The vast majority of people using any form of Email based campaigns never even get their emails opened!
The reason is as simple as it is maddening…
Their Headline isn’t doing it’s job!
Ok, so the question now is simple to identify. What is the role of the Headline?
Fortunately it is just as easily answered.
The only thing the Headline needs to do is get the prospect to open that email! If the prospect opens the email, then the Headline has completed it’s task!
Writing an effective Headline requires that you center your efforts on just this one aspect. If the Headline does not convince the prospect then it has failed…
To accomplish this, you should rarely if ever use the prewritten Subject Lines provided by the programs or products that you are promoting. These end up being so overused that most of your readers will just pass them over.
Your Headline should jump out at the reader and tell them not just what your topic is about, but it should let the prospect know that if they DON’t read your email, they will miss out on something they cannot get anywhere else!
It is no secret in the IM community when a major launch occurs. Most of us are so inundated with emails about the newest/best/greatest service or software title since sliced bread that we are relieved when it is over. But ask yourself: Which of these emails do you end up opening?
Invariably it will be the one that approaches the subject from a different angle. You will get at least a dozen with IDENTICAL Subject Lines. You may open one of these, but not likely more than that…
You will need to study the product or service that you are promoting and look for a feature that is both important and overlooked in the provided marketing materials. This is usually easier than it sounds. It is best if this is something that solves a problem that you are aware of, or even have struggled with yourself.
Explosive headlines work well too. Exploit a perceived controversy, or create one. A very successful technique is to state that the product or service being marketed “Is Guaranteed Legal” or other copy designed to make it sound more cutting edge than anything else available.
Get the prospect to feel that they will be missing something if they don’t read your message and it will get opened.
The next step is getting the prospect to clickone of the links inside. But that is the job of your sales copy.
More on that next time…
I get the best results using email ad blasters that are Web 2.0 oriented like those at MyMacroNet Web 2.0 Email Ad Blasters.
Find more information on effective email marketing and copywriting in general at The Marketing Tools Blog
Jimbo!
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