| Because every email campaign is different, and will be | | | | fishing equipment, and you are not familiar with the |
| structured differently according to the goals you have | | | | latest fishing equipment and terminology. |
| for it, I am going to share with you some ideas for | | | | Now, let's assume that you start looking for fishing |
| some elements of the structure of your email | | | | information online. You go to my fishing niche web site. |
| campaign, and also share with you my email campaign | | | | You also go to someone else's fishing niche web site. |
| structure. | | | | For the sake of this example, let's assume that my |
| First, some background. | | | | email campaign is a rapport builder, while the other |
| One of the theories that I read a lot about when I first | | | | person's is a salesy campaign. |
| got started online proposes the need to build rapport | | | | Now, you need this information now! You trip begins in |
| with your email subscribers before you sell them | | | | two weeks. What happens? You buy from the other |
| anything. This theory proposes that you send out lots | | | | website; by the time I begin to promote anything to |
| of great content emails at the beginning of your email | | | | you, you have already bought from the other web site. |
| campaign and then add in sales emails as time goes | | | | Now, you may think that this is just a remote example, |
| by. | | | | but I do not believe that to be the case. I think that |
| I subscribed to this idea at first, but then I noticed that | | | | most people search for information online when they |
| after about 5 or 6 emails - about the same time as I | | | | need it, when they are most interested in buying |
| was about to start sending out sales letters, that my | | | | something. |
| readership went down. After the introductory, rapport | | | | So in response to this information, I changed my email |
| building emails, my readership was going down - right | | | | campaigns so that they contained a mixture of |
| at the point where I wanted to start making money | | | | content, free gifts, and sales letters - and my sales |
| with them. | | | | went up dramatically! |
| After some research and study, I discovered that | | | | Now, keep in mind that the bulk of my subscribers are |
| people go through a period of buyer intensity. This is a | | | | generated from articles. This means that my typical |
| period of time when they are most likely to buy | | | | subscriber has a stronger level of rapport with me |
| something. | | | | than they would if they would if they were recruited |
| Here is an example. Assume that you are going to visit | | | | from a pay per click ad. |
| your long-time cousin in Florida. You and your cousin | | | | Perhaps if I were generating the bulk of my customers |
| used to fish together. You have since moved to the | | | | from other, more impersonal means, this would not |
| Midwest, and no longer fish, and you also have no | | | | work. But for me, it has been extremely effective. |