How to write a quality email sales letter that won't be seen as spam ... but will get results
Email sales is a minefield these days. On one hand, you have loyal customers who love to get regular updates and product sales specials. On the other hand, you have anti-spam zealots and net-cops who report all email that seems to advertise a product or service as spam. You've got to tread a fine line down the middle, dodging bullets, cannonballs and the occasional volley of rotten fruit along the way. Some think it isn't worth it. But consider these statistics:
* Six out of ten online buyers already get permission email from their favorite merchants; seven in ten say they click through to a company's website as a result of a permission email newsletter
* Repeat customers are more likely to prefer permission email than one-time buyers - 75%
* Over 58% of online buyers listed the "content and quality of information" as an element of "good" email -- but only 15% of online buyers listed sales and discount offers as elements of "good" emails
* Over 98% of online consumers say they have "little patience" for untargetted emails
* Over 65% of those surveyed said emails "not targeted to their individual interests" and "containing information that was not relevant or valuable" were the worst permission emails
So, if you do it right, they love you and buy often. If you do it wrong, they have little patience. Here's how to go about it the right way.
Know Your Audience
I've known businesses, both national and local, who append email addresses to their newsletter mailing list just because they found them online or because they got an email from this person or because they're listed with the same chamber of commerce. These are all Bad Moves(tm). Append email addresses to your mailing list ONLY when people have requested information from you via email. It also helps to tell them up front what type of information you'll be mailing and how often. For example, "The EffieRover.com email newsletter is a weekly update with new article headlines, links to visit and the skinny on upcoming events in the GLOW Region." That pretty much says it all. If your newsletter (or sales letters) are compelling, interesting and worthwhile, people will sign up. Let them -- don't force them. And never, ever use a rented email list. There might be one in a thousand that are genuinely good.
It will take a while to build up a decent sized mailing list, but you know that your recipients are all genuinely interested in the product or service. No point sending thousands of emails to people who really don't care and possibly irritating many of them, right? Now that you've got your recipient list, let's look at the letter.
Take Your Best Shot First
Remember, your recipient sees first a subject line, and then perhaps the first ten lines of your email. You've got to grab their attention within that span. Do your homework -- figure out what three to five benefits of your product are most appealing and put them up front. Use bullets (asterisks work just fine) to make them stand out. And put them right up front to keep the recipient reading.
Tell Them Why It's Better ... Briefly
Next, add a few key comparisons of your product over another. Technical goodies are a good choice here, but know your audience. Some products lend themselves to long-winded discussion. Others don't. If your audience isn't tech-savvy about your product (and/or doesn't want to be), don't lose them in a sea of unfamiliar terms.
Regardless of how much space you give to technical benefits, always make sure you address the features of your product in a way that's important to the recipient. Not "Our product has Mega-3 Widgets," but rather "Our product's Mega-3 Widgets mean less time in the kitchen for you!" It's all about the customer -- make it that way.
Convince Them To Buy
Ok, now they've seen appealing benefits of your product, they've got some technical goodies on why you're the best, but now why should they buy? There are a variety of ways to play this part of the letter, but here are some common options: a) use testimonials. Appeal to the community / family emotive by listing powerful testimonials from real customers. b) offer a guarantee. Buying online (or even offline based on an email) can be unnerving, so offer a warranty or guarantee that's irresistible. c) try a coupon or special discount. Print this email and get an additional 5% off the current sale price. Good only this week.
Close the Deal
Create a sense of urgency to buy now. If you've used a limited-time coupon, you can roll right into this part. If not, create urgency based on some other criteria, e.g. "Don't waste another beautiful summer day inside!" Follow this up immediately with ordering options, e.g. "To order today, simply click here, call this number or reply to this email." Many sales letters are ineffective because the writer failed to ask for the sale. Don't let that happen to you -- you've already sold the product, now just ask for the money.