A Good Marketing Email
The qualities of a good marketing emailobviously differ from an email sent to friends. And yet a successful marketing email retains many of these same qualities that make a friend’s email message so welcome. Therein lies the secret…
Emails used for marketing generally work best when the recipient feels they are not being sold to. Yes, we all know that advertising drives commerce, but we hate it when someone tries to sell us something. When a friend makes a recommendation, that quite different.
We possibly would not normally be buying whatever is recommended, but when someone we trust says they had a good experience buying something, and they are really glad they did, then we tend to look a bit closer and we may go on to buy as well. That’s the power of word of mouth advertising, and it’s something along those lines that good marketing email is all about.
We have a tendency to expound on the things that make our products great when trying to find a customer. It’s human nature. We think that because our widget has a cool blue finish, that will be a selling point. It usually isn’t. The fact that this widget has been improved by over 60% in terms of efficiency over the last widget model doesn’t sell it particularly well either. So, what does sell your widgets?
People buy on emotion and not on features. The shiny blue finish and improved efficiency of the new widget are both features. You need to be pushing the benefits they will bring to the buyer. That’s what gets the emotions running high and the wallets popping out. This is also where you don’t have to hard sell, but soft sell, which is so much easier.
Remember, the customer wants to have all the benefits. It’s emotionally charging for them. Sure, the cool shiny blue finish and the improved efficiency is nice to have, but it’s what it can do for ME that’s important from the customer’s point of view. If you write a good marketing email with that in mind you will sell your widgets.
Tell them that the shiny blue finish means that Mr Jones next door will be so envious of you that he will probably risk a heart attack. Tell them that the improved efficiency of the widget means that they have much less work to do, and that what little work they might have to do is also much more pleasant and a lot easier too. This will leave them more time in the day to watch afternoon TV soaps, while laughing at Mr Jones’s frustration at not having a widget like your. Tell them all this and more in a friendly manner, just like you would to a friend, and you will write a good marketing email every time.
About seoblogger:
Our SEO blogger is an expert in Web Marketing, Usability and Interface Design. He has been a vital part of The Blue Cube Communications since 2003. As the West Midlands fastest growing web marketing agency, we always strive to maximise return on investment for our customers.
