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Avoiding the ‘Delete’ Key 23 January 2008

Aside from the barrage of spam emails singing the virtues of the likes of cunning cialis, very viagra, plenty penis, wonky watches, email marketing still works. 

The key is targeting. (Of course, I’m assuming that you already have an opt-in list. Shame on you if you do not!) 

Gloss over correctly identifying your target market, and your email campaign will sink faster than The Titanic. 

Once you know who will buy your products or services, then you need to know what kind of offer they will lap up. That decided, you still need to do some leg work…

What kind of language is your target audience familiar with? What ‘trigger’ words will catch their attention? How can you appeal to their emotions while offering something useful? Can you engage them into a ‘conversation’ with your copy? Is what you are offering –– both in terms of content and the actual offer –– relevant

The point is that you don’t want to waste your prospects’ time (or test their patience) with self-serving general nonsense.  


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2 Responses to “Avoiding the ‘Delete’ Key”

  1. Ian Denny Says:

    These are all fantastic points.

    One thing few people do, especially small businesses, is research.

    I’ve done a fair few research emails in the past, but I’m ashamed to admit I’ve not done more.

    Recently, instead of selling, I sent a research email asking non-clients to tell me something fantastic about their current IT support company.

    I was looking to add some value to what we did, and quite frankly looking to pinch a few good ideas.

    The thing is though, that mailing generated more business than my previous 2 or 3 campaigns put together.

    In other words, many of the respondents just asked me for a quote – almost definitely because I’d indirectly triggered them into thinking they couldn’t think of any redeeming characteristics of their IT support company!

    So I got some great ideas to implement and keep up and beat the competition by delivering more value.

    But I got more sales than if I’d developed a campaign asking for a specific sales-related response.

    Food for thought indeed!

    Can reverse psychology and “not selling” be applied more?

    It certainly helps to send newsletters and educate. Not directly selling with each circular to your list can break it up a little and encourage people not to unsubscribe – because you’re always giving value.

  2. Research is key. But not just the kind where one asks customers about what they want, etc. Which is by far one of the most powerful methods. But rather by also ‘psyching’ out your prospects…

    By this I mean discovering every last detail you possibly can about them. The psychoanalytics. The demographics. What exactly does your target audience want? What is their biggest problem? How can what you have or offer provide a solution to that problem? What are their needs? And so on…

    Getting to really know your audience from the inside out will enable any business to attract that specific audience by showing they truly understand whom it is they are targeting.

    Another way is to assume, based on your initial research, what it is that your prospects want, and then ask them to rate them in order of importance. And then give them what they want – the ones that rate highly…

    And, yes, newsletters are great for keeping in touch with customers – past and present – as well as building trust with potential customers, as long as they are relevant and offer useful content. Of course, having the knack to write in an engaging way helps, too. 😉


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