Sending letters by e-mail: the main secret of the selling text is revealed
We know why no one needs your free email newsletters . For some reason, everyone forgets that even free products need to be able to sell. Read how to stop devaluing your newsletter and build trust with your subscribers.
Sending letters by e-mail is not sales, but communication
Your letters are read by hundreds and thousands of subscribers, and what do you know about them, except for the email address? For a marketing tool to work, you need to understand its essence. The essence of mailing is to establish long-term relationships with a large number of people. And it should be an informal interaction. Treat followers like friends. But don't stoop to familiarity. Write letters as if you are reporting something useful and interesting to old friends. These should not be letters of complaint about life or letters where you brag about your successes.
“I don't know how to be friends with subscribers. What should I do?"
Don't prioritize sales. You need the trust of subscribers, and only then they will buy a product from you or use your service. Form the text of the letter so that 80% of the message is useful and interesting information.
Just because you don't know how to start a car doesn't mean it won't run. The same principle applies to sending emails.
The Direct Marketing Association has calculated that 63% of UK companies that have invested the majority of their budget in email marketing have seen a 300% return on investment in just a few months.
“How do I know if my email marketing is working?”
If you do everything right, then after a few months there will be results. They will manifest themselves in the form of an increase in traffic to your site, blog or group in a social network. The percentage of sales of the product will increase or the demand for your company's selling proposition will increase. You may even have a reduced budget for promoting advertising campaigns by increasing loyalty from subscribers.
When you do something well, people understand it and tell everyone around. But this is already word of mouth. About him another time.
Sending letters by e-mail begins with a subscription page
Both form and content are important here. They should interest a person so much that the “Subscribe” button will not annoy him and he will gladly click on it.
“How can I write an interesting text?”
Sending letters by e-mail is, first of all, the text of the letter
Turn visitors into subscribers. To do this, the text of the letter must sell. A strong copy with a strong call to action opens the eyes of a person to the possibilities that your product provides. When a person understands that you offer useful information and do not aggressively impose what he does not need, he is ready to become a subscriber. But this is easier said than done.
In order for the distribution of letters by e-mail to be liked by the recipients, it must be valuable. Before you write the text, imagine that a subscription to costs money. How much does the information you want to share with customers cost? How much in this case would you receive money from one subscriber? Would you like to receive 1000 🪙, 500 🪙 or maybe you think that your information is worth no more than 50 🪙?
Be bold. Subscribers don't read minds. So, write down the planned amount and start working on the text. Write as if you are convincing a person to buy your subscription.
Ready. You have text. Selling text. Now cross out or delete the amount that you determined at the very beginning of the work. Cross out the “buy” button or replace it with “subscribe”.
On a note: do not forget about mailing list announcements. Make them no more than five sentences in volume. Present your newsletter briefly but succinctly. These can be inviting, teasing messages that whet the appetite or answering questions that are of interest to the audience.