There are a few essential mistakes to avoid when crafting sales emails. If these rules are violated then it gives one an erroneous opinion that email marketing doesn’t work because ‘no one opened my emails and bought from me’.
Subject
The subject of the email must not be plain, standard nor conservative. It must stand out. You can even put little emojis in your subject lines, this gets attention and can be tasteful. The purpose of the subject line is to get the consumer to open the email. That is all. The subject does not have to sell your offer or do anything else. All it must do is entice the person to open the email. By whatever means, mystery, super discount offer, time-sensitive offer, etc. The subject should not be safe, it should be slightly risky. It shouldn’t be offensive but it should jolt a little bit.
Body
The only thing the body has to do is get the consumer to click on the link to your offer. The body must have a link to a landing page, specifically created for whatever you are selling. This isn’t to say that every email you send out has to sell an offer and have a landing page. Indeed many of your emails in your marketing campaign should just contain useful content. However when the time does come to do a sales email, the body of your message must have a link to a landing page, and it must direct the user to click on that link. The body should only contain links to the landing page, and it should not direct to any other pages (this way we maintain control).
Landing Page
The landing page has to direct the consumer to click on the ‘buy button’ to make the sale, or call a phone number, or even to fill out a request form. This is where you get your lead. The landing page must look like your main website (not be a different site), and it must not give the visitor any other navigation options than ‘buy’ (as with the body text).
Landing page is a good place to deal with customer objections, product benefits, how it will improve their life, how it is going to handle the problems they are experiencing. The text should be easily read and concise.
Conclusion
By understanding these three separate elements, one can then analyze the click through rate of each one. You’ll be able to see the performance of:
1) Email opens
2) Clicks to the landing page from the body
3) Clicks on the landing page to ‘buy now’
And once you can see how each is doing, you can then test and improve until each of the above is at its max performance.
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