- Why is Email Still so Effective?
- How to Create Killer Headlines
- The Best Source Of Subject Lines is This Survey
- Conclusion
Despite the fact that Mark Twain claimed reports of his death were greatly exaggerated, he did eventually pass, alas. In 2003, a similar pronouncement was made regarding the demise of email marketing. However, not only was the obituary premature, to this day businesses all around the world swear by its effectiveness.
Why is Email Still so Effective?
In order for people to trust you, they need to read or listen to your content, seven to ten times before they commit to a purchase. Remember you don’t have the kind of money Coca-Cola does. They have billions of dollars to reach a mass audience. You need to be much more targeted. If you focus too much on social media, you simply won’t be seen that many times.
Even your subscribers won’t see your content that often, given the avalanche of prospectors inundating their inboxes daily. You need to build trust and do so over time.
If you’re still not convinced about email, think about this, when you haven’t logged into Facebook in awhile, what happens?
They send you reminders and notifications via email. Why? Because it works. Facebook understands that email is personal, it gives you direct contact with an individual. The difference between a letter sent to your house and a message pinned on a notice board. The former has a much higher likelihood of being read.
How to Create Killer Headlines
The importance of creating a good headline cannot be understated. Research shows that people tend to read the headline, the first line of the email and the post script. So getting the headline right is crucial.
Here are a few examples:
- Action Verb + You/ Your
Imagine How Much you Could be Saving on Fees
- How to…
How to Reduce Risk of Litigation
- Loss Avoidance
Worried About Litigation?
- List
7 Ways to Improve to Improve
- Question
Question: Do you Know What This will Mean for Your Business?
The Best Source Of Subject Lines is This Survey
It might sound crazy but you should never use your own words, don’t invent anything, it’s not literature. All of the language you use should come from clients and prospects.
This is why the three question survey was invented. The questions are as follows:
- What did we do right?
- What can we improve?
- What is your number one challenge in business?
The third question you ask new prospects, and the first two to existing clients both new and old. To reiterate what was said previously, people only read the headline, the first line and the postscript. So in order to have the biggest impact include this survey in your postscript. You will then have all the material necessary to create killer headlines.
Conclusion
Ultimately you don’t have the huge marketing budget of a company like Coca-Cola and you certainly don’t have the time. This means you need to be creating content on autopilot, and the three question survey can help you achieve this. By using the feedback from the survey to create headlines you are entering the conversation already happening in your clients and prospects head; which means they are much more likely to get opened.
Even if you have a moderate budget and you want to go fast, our software can provide you with all the marketing materials you need including professionally written email campaigns and marketing quizzes. Demo Larkspur Executive today.
