| The key for creating an email advertising marketing | | | | Remember the maxim, "The goal of the first sentence |
| initiative that actually gets you more new clients is to | | | | is to simply get the reader to read the second |
| focus on three items. Pay attention to these and your | | | | sentence." If we can get them to read the second |
| next campaign will result in a lot more new business. | | | | sentence then we have them going down the slippery |
| Obviously in order to get your email read it first has to | | | | slope and the likelihood of them reading the entire email |
| be opened, which is why the subject line is so crucial. | | | | becomes much greater. |
| Since we are assuming that your email address won't | | | | Which brings us to the third issue. What do you want |
| mean a great deal to the intended reader, it's up to the | | | | the reader to do once they have completed reading |
| subject line to create enough curiosity so that the | | | | your message? There are any of a number of things |
| reader will overcome their skepticism and say to | | | | the reader can do, however only one or two of them |
| themselves "OK I'll take the next step and see what | | | | benefit us. |
| this is all about." | | | | The traditional "call to action" was to ask the reader to |
| So what type of subject lines works the best? The | | | | call a number for a free consultation. Unfortunately that |
| more it is tailored to the specific needs of a particular | | | | rarely works since it is a classic example of "asking for |
| group the greater the likelihood that it will get opened. | | | | too much, too soon in the relationship". At this stage |
| Thus a subject line of "What Clothing Retailers Need | | | | the reader is still highly skeptical, and their reaction to |
| To Know To Reduce Their Inventory Costs" will draw | | | | your request for a phone consultation is likely to be |
| a greater level of curiosity that one that says, "How to | | | | that it's little more than a disguised sales pitch. |
| lower inventory expense." This is what is often | | | | A far better approach is to offer either a free report |
| referred to as the "message to market" match. The | | | | or a 5-part mini-class on the topic of your email. |
| more your prospects sees a reflection of him or | | | | Naturally in order to get either of those, the reader has |
| herself in your subject line, the more effective it will be | | | | to go to your website to register. By getting the reader |
| at getting your message read. | | | | to opt-in you are now able to send ongoing messages. |
| Interestingly, the best opening sentence is one that | | | | These are crucial for building trust, credibility and |
| reiterates the subject line. Repeating what drew the | | | | eventually convincing your prospect to do business |
| reader into the email in the first place is a highly | | | | with you. |
| effective method for getting your entire email read. | | | | |