E-commerce website owners all know how imperative email and marketing is when it comes to increasing sales. But most business men and women find it hard writing interesting emails for their email marketing campaign. They understand that regular contact with their subscribers is important, but they worry that their emails are too sales orientated and will ultimately annoy their subscribers.
You've already learnt previously about how to create email headings that are create an irresistible urge in your readers to click and open. You've also learnt some great email opening techniques that create the urge in your reader to read your emails all the way through. The last chapter in your email campaign success is is creating the 'body' of your email.
There are three key items needed in the content of your emails.
1) People buy from people, not businesses. Your reader needs to build a relationship with you and trust you
2) Teach your reader Your reader has goals and ambitions and they are on a journey to fulfilling these by opting into your email list. If you teach your readers how to get closer to these goals they are motivated to buy your products or services
3) Your email must sell your products. Make no bones about it building an email list of subscribers isn't much use if you don't offer them anything to buy. You must sell to them but not in such a blatant way that they feel aggressively marketed to.
The following template will enable you to market your products, educate your subscribers and build a relationship with them.......
STEP ONE Google have a fantastic, no-cost service called Google Alerts. Simply join at http://www.google.com/alerts where you can set up an alert for your specific niche or products. Instead of having to search for news, it will find the news for you and deliver it has a daily email to your inbox. For example, a men's clothing e-commerce site can set up an alert for 'men's fashion'. All news in that 24 hours regarding men's fashion will be delivered to your inbox.
STEP TWO Each 24 hours your Google Alert will send you an email with all the news related to your field in one email. Have a read through and pick one or two of the news items. Having trouble picking? Ask yourself 'which of these news stories can be directly correlated to my subscribers needs, objectives and fears?
E.g.: A men's designer clothing site: are there any news items of celebs wearing particular fashions which is being applauded by the fashionista's (or indeed being criticised).
STEP THREE Write a small review of the article you have picked.
STEP FOUR Educate the subscriber about what is good and bad about the news story. What the person or company is doing right or wrong. Help them to understand how to experience the same success or avoid the same mistakes as in the news story. Align the story with your subscribers dreams, wants and fears. Make it relevant to them and the journey that they are going on with you.
E.g. for the men's designer site.... 'The smart-casual look sported by Brad Pitt at the Golden Globes was the perfect mix, with his jeans and smart blazer combination. Its difficult to pull off the smart-casual look but Johnny managed to do that and cement his position as one of the most attractive man in the world'.
STEP FIVE Now it is imperative you link the article to your own merchandise, choosing the items carefully so they are related to the article. By doing this you are tapping into your subscribers needs and wants, and giving them what they desire.
Example: We can't promise you a glittering film career and Angelina Jolie for your wife, But you can copy Brad's look. Take a look at this leather jacket www.productlink.com and also these skinny jeans www.productlink.com.'
STEP SIX Return back to 'informing' mode. You don't want your emails to come across as aggressively marketing your products, so try not to finish with a promotion. Instead add a small paragraph to sum up your email.
Example: We can't promise you Mr Pitt's lifestyle and career, but with very little work you can recreate his fantastic sense of style. See you next issue! The Men's Trends Brigade.'
Using stories related to your niche is just one way to come up with ideas for your newsletter content. Other ways are seasonal content, such as writing about Christmas and linking it to your Xmas sale, personal experiences and anecdotes and much more. Using Google Alerts to have content ideas sent to you though is a great place to start.
You've already learnt previously about how to create email headings that are create an irresistible urge in your readers to click and open. You've also learnt some great email opening techniques that create the urge in your reader to read your emails all the way through. The last chapter in your email campaign success is is creating the 'body' of your email.
There are three key items needed in the content of your emails.
1) People buy from people, not businesses. Your reader needs to build a relationship with you and trust you
2) Teach your reader Your reader has goals and ambitions and they are on a journey to fulfilling these by opting into your email list. If you teach your readers how to get closer to these goals they are motivated to buy your products or services
3) Your email must sell your products. Make no bones about it building an email list of subscribers isn't much use if you don't offer them anything to buy. You must sell to them but not in such a blatant way that they feel aggressively marketed to.
The following template will enable you to market your products, educate your subscribers and build a relationship with them.......
STEP ONE Google have a fantastic, no-cost service called Google Alerts. Simply join at http://www.google.com/alerts where you can set up an alert for your specific niche or products. Instead of having to search for news, it will find the news for you and deliver it has a daily email to your inbox. For example, a men's clothing e-commerce site can set up an alert for 'men's fashion'. All news in that 24 hours regarding men's fashion will be delivered to your inbox.
STEP TWO Each 24 hours your Google Alert will send you an email with all the news related to your field in one email. Have a read through and pick one or two of the news items. Having trouble picking? Ask yourself 'which of these news stories can be directly correlated to my subscribers needs, objectives and fears?
E.g.: A men's designer clothing site: are there any news items of celebs wearing particular fashions which is being applauded by the fashionista's (or indeed being criticised).
STEP THREE Write a small review of the article you have picked.
STEP FOUR Educate the subscriber about what is good and bad about the news story. What the person or company is doing right or wrong. Help them to understand how to experience the same success or avoid the same mistakes as in the news story. Align the story with your subscribers dreams, wants and fears. Make it relevant to them and the journey that they are going on with you.
E.g. for the men's designer site.... 'The smart-casual look sported by Brad Pitt at the Golden Globes was the perfect mix, with his jeans and smart blazer combination. Its difficult to pull off the smart-casual look but Johnny managed to do that and cement his position as one of the most attractive man in the world'.
STEP FIVE Now it is imperative you link the article to your own merchandise, choosing the items carefully so they are related to the article. By doing this you are tapping into your subscribers needs and wants, and giving them what they desire.
Example: We can't promise you a glittering film career and Angelina Jolie for your wife, But you can copy Brad's look. Take a look at this leather jacket www.productlink.com and also these skinny jeans www.productlink.com.'
STEP SIX Return back to 'informing' mode. You don't want your emails to come across as aggressively marketing your products, so try not to finish with a promotion. Instead add a small paragraph to sum up your email.
Example: We can't promise you Mr Pitt's lifestyle and career, but with very little work you can recreate his fantastic sense of style. See you next issue! The Men's Trends Brigade.'
Using stories related to your niche is just one way to come up with ideas for your newsletter content. Other ways are seasonal content, such as writing about Christmas and linking it to your Xmas sale, personal experiences and anecdotes and much more. Using Google Alerts to have content ideas sent to you though is a great place to start.
About the Author:
For individuals hoping to improve the effectiveness of email and marketing, help is available online. You can learn more about email marketing and get your FREE online seminar here on how to increase your email marketing success rate NOW.
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