With the cost of postage hitting the stratosphere, marketers are turning more frequently to email to sell their products. For that reason, competition for the eyeballs and the dollars of perspective buyers has become fierce considering that tens of millions emails will hit consumers' in-boxes each day. Thus, it has become more important that ever before to make outbound bulk email as efficient as possible. Critical to the success of email marketers are the email list, the offer and its pricing, and the construction of the email itself. Let's focus on the email's construction in order for you to make serious money sending bulk email.
Always send your emails from a recognizable address because a high percentage of recipients have become desensitized to system-generated email and delete it before reading it.
Before you write the body of the email, make sure your subject line is catchy and will gain your recipients' attention. Many people will only open email, particularly from an unfamiliar source, if they find the subject line compelling and interesting. This element is so important that many email marketers will do “split-run testing” to determine the most successful subject line.
Make your email concise and to the point, unlike direct mail that can go on for pages. Remember that you have less than five seconds to grab the attention of your readers. Make the most of that time.
Try starting your email with the compelling benefits of your product, liberally using bold headlines to make your points quickly. Don't try to tease your audience because it simply does not work in email marketing. Rather, make your first few lines as interesting as you can.
Use bullet-points instead of full sentences. Most email recipients do not read their mail word-for-word. They look for reasons why your email warrants their attention, and they do this quickly.
Tell your readers what you want them to do next. Do you want them to go to your website for more information? Do you want them to buy now? Do you want them to respond to you in any other way? Whatever call to action should be included in the message, say it directly. This is not a time to be oblique.
Integrate a device into your email that will encourage your recipients to ask for future contact from you. For example, if you simply ask them for their email addresses to which you will send future emails, it's amazing what percentage of them you will receive. Also, you can offer something of perceived value, such as future offers at “Internet Pricing” as an inducement to your readers to send back their email addresses.
Bill Herrfeldt specializes in finance, sports and the needs of retiring people, and has been published in the national edition of "Erickson Tribune," the "Washington Post" and the "Arizona Republic." He graduated from the University of Louisville.