| I recently undertook an email advertising | | | | Advert 2 pulled 5 unique hits and 1 action hit. |
| promotion,using a number of advertising media. The | | | | Advert 3 pulled 4 unique hits and no action hits. |
| exerciseinvolved a program of mine called the Magical | | | | Headlines |
| Marketingsystem. | | | | I have always advocated trying to keep headlines |
| As an email advertising Internet marketing exercise, | | | | short,especially where email adverts are concerned. |
| Idecided that I wanted to approach the members of | | | | You only havethe width of the email pane to enter |
| someof the affiliate programs that are featured in | | | | your message, soyou must tell your story within a few |
| Magical | | | | words. |
| Marketing, and offer their members the chance to | | | | I don't consider any of the Headlines that I have used |
| jointhis system, and reap the benefit of the multiple | | | | tobe excessively long. However, the first advert is |
| promotionmethods that it employs. | | | | very short,and perhaps that accounts in part for the |
| And. as an email advertising marketing exercise, this | | | | huge number ofadditional clicks for the first advert? |
| hasworked very well, and whilst an interesting exercise | | | | In part, I believe that this is true. |
| in | | | | However, I am now thinking that perhaps email |
| Joint Venture Marketing in itself, it has produced a | | | | prospects havebecome wary of seeing their name in |
| resultso remarkable in my eyes, that I felt it worthy of | | | | emails from people thatthey don't really know. Think |
| a report. | | | | about how you react when yousee such an email? |
| With one particular featured program, I did a multiplead | | | | Do you open it immediately, or do you become |
| test, to see what the comparison between three ads. | | | | suspicious? |
| It was the results of this that struck me, and | | | | Trust your gut feeling. |
| promptedme to put this article together. | | | | I have used the personalised approach in the body of |
| The three ads, which were very similar. This is good | | | | the email,and maybe the psychology here is that once |
| ofcourse, because it means that any variance in the | | | | someone has openedan email, they have 'let you in' |
| resultscan be explained in relatively few ways. So | | | | and are more amenable to yourbeing personal. |
| there are twopoints that need to be made about | | | | Headline conclusion |
| these ads, which mayaffect your thinking about how | | | | I am more convinced than ever that email headlines |
| you write your own ads. | | | | should beshort - as short as possible. I also |
| 1. Use Of Variables in Headlines | | | | recommend that if youpersonalise the Headline, you |
| I don't know about you, but I am always hearing | | | | stop, and test your ads withoutit. |
| thatusing someone's name in an advert can make a | | | | Bulleted Benefits |
| significantdifference to the effect of that advert. Not all | | | | You can see that advert 1 has produced a massive |
| programshave this kind of facility though. It just | | | | amount ofadditional click thru's over the other two ads. |
| happens theprogram that I ran the adverts with does, | | | | Bearing inmind that each ad went out, probably every |
| so I made use ofit in the headlines for 2 of the 3 | | | | six days, the firsttwo ads are not far removed from |
| adverts, but not forone of them. I have used the | | | | the norm with the program that |
| variable in the body of allthree ads, so some | | | | I used. This makes the results achieved by Advert 1 |
| personalisation took place in all cases. | | | | even morestaggering. |
| 2. Bulleted Benefits | | | | The change in headline may go some way to explain |
| Again, all the books and articles that I have ever | | | | this, butthe huge number of clicks tells me that |
| readtell you to spell out the benefits, and a lot of them | | | | something much moresignificant has occurred. |
| tellyou to bullet them to add emphasis. So, I have done | | | | Thankfully, the body of the three ads are very similar in |
| thiswith all three adverts, but with a difference | | | | allaspects, except one; the bulleted benefits. In the first |
| between ads 1,and 2 and 3. In the first advert, I just | | | | ad, |
| made single wordreferences to the benefits, in the | | | | I have given one word answers. In the other two, I |
| other two, I elaboratedin order to explain the benefit | | | | haveelaborated. |
| better. | | | | Bulleted benefits conclusion |
| 3. Conclusions | | | | One cannot escape the fact that keeping the benefits |
| The results are so striking, that they are worthy of | | | | so shorthas had an impact. And not only in click thru's |
| comment. | | | | either. If youlook at the graphic under 'Actions' column, |
| The ads were placed from 12th December 2004 to | | | | you will see that |
| 18h January | | | | I have tracked the prospect through to the signup |
| 2005. So, the time span is about a month, but, I use | | | | page. Youmight expect that the 20% conversion rate |
| theprogram in question to send other ads out too. | | | | be the same, but itisn't, it has increased to around 28%. |
| About every | | | | So the shorter bulletpoints have also pre-sold more |
| 3rd day, I will send one of these three ads, in rotation. | | | | effectively, so the prospectslikelihood of signing up has |
| So, each of the ads would have been sent about | | | | increased as well. |
| every 6 daysor so. | | | | As a final note, please remember that all of this is |
| Advert 1 pulled in 70 unique hits, with 19 action hits. | | | | courtesyof tracking my ads. If you don't do it, then you |
| Thelatter is where prospects followed through to the | | | | will struggleto make an impact in the marketing world. |
| sign uppage. | | | | |