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The New "Anti Spam" Law – Is your Business Ready?
Sean Lynch, IT/Telecommunications partner at Hesketh Henry, provides an overview of
this new law as well as a preparatory compliance checklist. Please
click here to read
the article.
Email marketing Tips and Tricks
Starting email campaigns /
Your email subscriber list /
Email as a Call to Action /
Online writing tips /
Tips for landing pages /
allocating resources for
e-marketing / 6 truths about emailing /
Top E-marketing Tips with a little help from The
Terminator
Business objectives for Starting Email CampaignsOutlined below are some common business objectives for online marketing programs
and some of the issues to think about when implementing an email campaign.
Reinforce your brand
Almost every email campaign should be designed to meet
this objective. Remember, though, that brand is not just a "look and feel" -
although email allows you to reinforce that with text and graphics. It is also
the quality of service you deliver, the sense of value you create, and the
benefits you provide your customers. Email allows you to reinforce all those
messages.
Marketing and prospecting for new customers or subscribers
You can do this
using an opt-in form on your home page encouraging people to exchange their
email address for something you can offer them: first notice of specials,
reviews of new products or services, your insight into the particular market you
operate in etc. Also, by leveraging existing names you can grow your list or
customer base through friend get friend (viral) marketing programs.
Convert prospects to customers
Sure, you have names on your database, but a lot
of them have not bought anything from you. The most successful technique for
converting names on a list to purchasers is to entice them with something.
Obvious examples include free delivery offers and percentage or money-off
discounts. Other examples might include gifts with purchase, or special offers
targeted to their interests.
Cross-sell or up-sell your current customers
While acquiring new customers is
always a valid business objective, maximising the value of current customers is
often overlooked. These are your most valuable sales prospects - your most
highly qualified leads. If you offer incentives to new customers, could you not
do the same thing for your current customers? Ideally, your database will
contain some purchase data so you will know who bought what in order to offer
other targeted products or services.
Develop customer loyalty
Unless your email program is aimed solely at new
prospects, developing customer loyalty should be one of its objectives. To
achieve it, you have got to create a sense of relevance and value.
Drive click-throughs to your Web site
If you have a Web site, this might be a
primary business objective. If your Web site is designed to drive online
purchases, then this may be an ancillary objective, although getting people to
click through is usually the first step before getting them to purchase.
Educate and inform your prospects and customers
There does not have to be an
obvious commercial objective to every communication you send. In fact, by
providing useful information you will probably meet some of your other
objectives such as customer loyalty and possibly even build your list through
word-of-mouth (or click-of-mouse). Consumers may be more likely to "stay tuned"
to your messages if they are not always exclusively promotional.
Communicate with channels or other business partners
Many businesses are
realizing the benefits of business-to-business communications online. Just as
email can build and improve relationships with customers, it is also an ideal
medium for strengthening relationships with business partners.
This is by no means a comprehensive list of possible objectives
Write down any
of these objectives - or others you think of - that should be met through an
email marketing campaign. Then as you read through the rest of the material, you
can determine your specific needs.
Growing Your Email Subscriber List
Are you doing everything you can to build your subscriber database? Effective
growth initiatives will vary greatly depending on the nature of your business
and your e-marketing strategy but we've compiled a list of techniques can be
applied to almost every situation.
1. Offer an Incentive to Subscribe
Above all else, make sure you spell out the specific benefits of subscription to
your newsletter. What's in it for your subscribers? Remember that in
this age of crammed inboxes everyone is short on time so be very clear about
what they stand to gain from granting you permission to email them.
For example:
Subscribe to our monthly email newsletter and you'll receive all of the
following benefits:
- Exclusive offers for email subscribers only
- Online promotions, special discounts and clearance bargains
- Advance notice on product launches and sale events
- Really useful and relevant articles
You might also like to sweeten the deal further by offering a tangible incentive
for new members. For example you could offer a 20% discount voucher, access to a
free report or entry into a regular prize draw for all new subscribers. A
welcome gift could be included as part of an automated welcome email, which we
at Smartmail can easily setup for you.
Automated welcome emails are a great way to instantly welcome new subscribers
and reinforce their decision to join. It's also an excellent time to encourage
your readers to invite their friends or colleagues to do the same. For more
information on setting up automated welcome emails, contact Smartmail today.
Finally, don't forget to include something on your subscription page which lets
people know that you follow good email marketing practice. Here's a good
example:
"Hate spam? So do we! Here at Smartmail we take your privacy very seriously so
you can rest assured that we'll never share your email address with any third
parties. Should you decide that you don't want to hear from us anymore you'll be
free to unsubscribe at any time."
2. Streamline Your Subscription Process
If you already have a website subscription form, make the signup process as
quick and easy as possible. Do you really need all of those fields on your form?
If not, get rid of them. Nothing turns people off subscribing for email
newsletters like a full page sign-up form with 30 compulsory fields.
Try to limit your form to a maximum of 5 fields or ensure that users can
subscribe in under a minute. Remember that people are short on time and you can
always gather more information about your members later using the 'Update
Details' function in SmartMail.
Make sure you have a subscription form or a link to sign-up on the front page of
your website and on all other frequently visited pages and talk to us about
linking your forms directly with your Smartmail database. This saves you from
having to manually enter new records later and also means you can setup an
automated welcome email which will be immediately sent to welcome new members.
3. Drive Referral Subscriptions
Assuming your newsletter subscription is open to the general public (rather than
being limited to a specific audience e.g. customers or shareholders) you should
always include a 'Refer a Friend' link in your emails.
Smartmail includes a nifty referral feature which gives you the ability to
insert a link anywhere in your campaign which lets your readers invite their
friends to join your mailing list. This is an excellent way to help grow your
database since current readers will often know like minded people who will be
interested in the same things. When a reader clicks on this link they will be
presented with an interface where they can enter the names and email addresses
for up to 10 people who may be interested in joining your list. When they submit
these details, an email invitation will be generated and sent to each of these
people.
The first step in inserting up a 'Refer a Friend' link is to setup a custom
invitation message. This is the automatically generated email invitation which
will be sent to prospective subscribers inviting them to join your mailing list.
The text in this invitation should sell the benefits of subscription and offer
an assurance that you will not share their email address with any third parties.
For more information on setting up a customised invitation email please consult
the help file within SmartMail or contact the helpdesk on 0800 624 548.
Consider offering your existing subscribers a tangible incentive for referring
their friends or colleagues to join. For example:
"Know someone else who might be interested in subscribing to our newsletters?
Click here to invite your friends to join our list and you could win yourself a
$100 gift voucher!"
4. Promote Your Newsletter at Every Possible Opportunity
Take every opportunity you get to promote subscription to your newsletter at
events, exhibitions or in stores. Remember to clearly state the benefits of
being a member, also outline how often you plan on sending emails and provide an
assurance that you will only ever send relevant content, that you won't share
their email address with any third parties and they will be free to opt-out of
your list at any time.
- Direct call centre staff and sales employees to obtain permission and capture
email addresses over the phone.
- Put sign-up forms on shop counters or at your office reception and encourage
staff to actively promote subscription. Remember point 1 – clearly spell out the
benefits of subscription.
- Enhance subscription value with sample emails, testimonials and strong call to
action copy.
- If you have postal contact information for customers but not email addresses,
send post cards to customers encouraging them to subscribe to email.
- Add subscription messages and an opt-in link to all invoices, email
signatures, business cards and letterheads.
- Hand out sign-up forms at public speaking engagements and seminars – promote
your newsletter in presentations and handouts.
5. Track and Analyse Data by Source
Ensure that new additions to your database include a field which specifies the
source of each record. This enables you to track which of your list building
strategies are working well and which channels are underperforming.
This is also good practice because should any of your members contact you asking
how you obtained their details, you'll be able to tell them that they completed
a sign-up form at a trade event last September, or that they subscribed via a
form on your website etc.
To get some action, you have to follow some rules. You know them already, so I
am not going to bore you with Marketing 101, but chances are you haven't put
them in this context before.
So what are the 'rules' for online copy? I think there are four.
- Firstly, you have to understand what it is that you are selling, so you can
turn the FEATURES into BENEFITS. Don't tell me how good your shampoo is, tell me
how gorgeous my hair will be.
- Next, you have to know who you are talking to, and what tone you should use
when you 'speak' to them. Formal or friendly, professional or casual?
Email gives you a unique opportunity to get close. As far as direct marketing
goes, email is your 'killer application'. Your goal should be to guide your
readers along the path so they mature from being strangers, to friends, to
customers, and ultimately to raving fans of your business! (More on this from
Seth Godin). The tone you use will make a great deal of difference to your
success at this.
- Thirdly, you may have to set a deadline. To motivate that action, a bit of
urgency works like a charm. Limit the time frame for dollars off, limit the
number of giveaways; make it special to be 'first' etc.
- Lastly, tell the reader what you want them to do, and make your instruction
benefit-heavy.
'Click here now to stop wasting money'.
'Join now and learn the basics with our free how-to guide'.
'Buy right now and save $10'.
It's just the same as 'closing the sale' in sales lingo, and just as important.
If you don't ask, you won't get. And don't be scared of this. It looks a bit
infomercial-ish here, but in context it should be the most natural thing in the
world for your reader. Keep in mind that most of us actually LIKE to spend money
or to join a new group - we just need to be ASKED nicely and be told WHY we
should!
Use the bucket brigade: That is, words are phrases that keep the reader moving
along your email. "That's why..." and "So..." and "Since..."
Keep it really simple. Don't talk down to your readers - they are all smart
people, but don't bore them with your industry jargon and acronyms. Remember -
benefits and facts not fluffle.
Write to your strengths
Think about the subjects you know best, select one of these as the seed for an
article. Even if you have written extensively about a subject there are probably
enough new things happening to warrant an update article.
Check your client correspondence
A question from clients is a great way to produce ideas for content. If your
clients are asking questions related to a subject, chances are good your readers
would be interested in your answers. Email, guest books, newsgroups, letters and
one on one conversations are great places to find the basis for article content.
Interview a recognized expert
Do you know who the experts in your newsletter's area of interest are? If not,
you should. Find these people and introduce yourself. Ask for an interview.
These can be conducted by phone or via email. Offer to give the expert a plug
for their business in exchange for the interview. Most people are very willing
to share their insights, you have only to ask.
Publish a Q&A feature
Encourage your readers to write in with questions they have related to your
newsletters subject. Select one question per edition and provide your answer to
it. This is great way to involve your readers in the newsletter and provides a
never ending source of fresh content.
Stay current
Keeping current on what is going on in your newsletter's area of interest will
help with new ideas for content. Newsgroups, industry publications, conferences
and seminars are all good ways to keep your finger on the pulse of your subject
area.
Profile a reader
Solicit profiles from the readers of your newsletters. Encourage them to provide
their name, the name of their business, where they are located, and how they use
the information obtained through reading your newsletter. You can then publish
one or more profiles per edition of your newsletter.
Review a book or product
Publish a review of a book or product related to your newsletter's subject. Use
books you have read recently or product you currently use every day. Ask the
publishers or producers of the product to provide a copy of their work for the
purposes of a review. You will be surprised how many businesses are open to this
avenue of advertising.
Give examples from your own experience
Tell your readers about a real life experience related to your subject matter.
Tell a story about the problems encountered helping your most recent client and
how you were able to resolve them. This can build your reputation as an expert
while providing content your readers can relate to.
Create a top 10 list
Your readers are busy people; they would probably appreciate a concise list of
tips. My experience is that my Top 10 articles are among the most popular and
requested articles I publish.
Publish someone else's work
Don't be afraid to put someone else's work into your content. It just is not
possible for every publisher to be able to cover the entire range of issues in a
subject area. Often, your readers will appreciate a fresh perspective on an
issue. There are many web-based sources of articles available for reprint.
N.B: Finally take advantage of the times when the mood strikes you. If you find
yourself writing really well one day, write something up for next time too. I
know that when I write for getSmart or another feature for someone else, I often
end up dropping a few sentences into a draft folder as I go, as one idea often
sparks the next one. Do save them somewhere easy - you will NOT remember them!
Trust me! I have millions of good ideas floating around in the ether never to be
recalled again!
- Keep landing page simple and focused on a single idea and call to action.
Limit distractions and don't use any navigation that will let people leave the
page to peruse other pages or websites.
- Don't rely on lengthy copy to convey your message. Use high impact graphics to
quickly engage users.
- Forget about wordy introduction paragraphs. Get straight to the point.
- Make sure that your graphics directly contribute to conversions. Use shading
to 'dull down' areas of the page which are less important.
- People tend to want to click on images. Give them something to look at when
they do.
- Avoid using font sizes smaller than 10pt. Stick to black to improve
readability.
It is important to recognise that e-mail campaigns will require effective input
from your own organisation to be successful even if you also use the expertise
and competence of a team at a specialist email service provider.
The extent to which internal input will be critical to the campaign's success
will vary depending on what level you plan to outsource some of the components
for your e-mailing requirements.
Devise the formula you will need, including establishing roles and expectations
to make it all come together.
- Who is going to write the email?
- How long do they need from briefing to 'send' date?
- Who is going to coordinate the material?
- How long will that take?
- Who can supply and size images?
- Who needs to sign it off?
- Who is going to be the software guru?
- Who is the back-up guru?
A good campaign takes time. What does this mean?
Well, the average email can require approx:
- 2-3 hours planning
- 2-3 hours copy writing
- 1 hour layout/design/linking etc
- 1 hour editing and changing
- 1 hour database editing / targeting
- 1 hour of testing and final sign off
- 1 hour of reporting and planning
- 1-2 hours of response handling
Of course these can vary greatly depending on the type of email campaign you are
planning. But don’t underestimate the resource and shortchange your results!
Six Truths of Email Marketing
Make every email count. Decide what you want to achieve before you start to
plan. Allocate enough resource – it’ll be more than you think. If you want
action, say exactly what, where, when. Use links to everything relevant but keep
your key message easy, clear, and obvious.
And think about these truths:
Truth 1. You can't annoy people into liking you - you have to make yourself
useful
Truth 2. Subject lines are important
Truth 3. From address is critical
Truth 4. Best practise at least
Truth 5. Outsourcing makes sense and dollars too
Truth 6. E-Marketing has made the world flat (or at least the playing field!)
Truth 1. You can't annoy people into liking you - you have to make yourself
useful
I liked that so much I have it scrawled in red across the whiteboard here. You
have heard it before, but not as neatly as that. No it's not about YOU, it's
your job to be as helpful as you can to THEM. That means:
- use targeting if you need to, to make sure everything you include in your e-comms
is relevant to each of your client or prospect groups,
- keep to your subject,
- be true to the personality and tone of your business so your recipients get to
know you as they go,
- if you are not sure, use the phone or a form in your email to ask for feedback
from your audience as to what they want/need from you.
For example, shall I use this article to tell you about our renovations? Why do
you care that we have expanded our office and taken over the other floor of this
building? Well perhaps I should, because that means we are growing. That means
we are credible - it means you aren't the only one to trust us with your crucial
projects. It lightens the risk you've taken by spreading it around amongst your
peers - marketers like you who have decided to use our team for your design and
e-marketing. So I might tell you that... but will I tell you what we have for
lunch? Ah, no. Each time you communicate you get one chance for the attention of
the most important people in your world - your clients.
- Get your strategy nailed down for 2008 (i.e. why are you sending that email?),
and ensure everything you write contributes to your goals.
- Remember also that your recipients much prefer when your tone is collegial and
not patronising. So don't be teacher - just be generous with yourself, share
your discoveries and resources and learn alongside them.
Truth 2. Subject lines are important
This is a straightforward area to use; however, entering the right content into
it is not! The subject line is a science and can make or break your email
campaign.
The most common error in choosing content for your subject is to write something
like 'Newsletter #1' - would you read an email with this subject?
I subscribe to so many fantastic resources, but many of them get a purple follow
up flag (my code for 'to read') and go and sit and wait weeks for me to read
them until the cows come home or the fat lady sings etc. There is no room for
dilly dally - the email needs to get read now.
Many newsletters coming from the
States have the company name in the subject line now, followed by a three word
teaser. If it makes sense and isn't too cheesy, personalising the subject line
is a powerful tool that always strikes a chord on way or another, and often
that's all you have to do to get opened.
The subject line must relate to the content of them email. Clever and enticing
never ever means deceptive so keep it easy to understand and straight forward.
Remember that you have just a few words that will be viewable when the email
arrives.
If you have a favourite newsletter, check and see what protocol they use for
subject lines. It's quite common, and in many ways simpler, to decide on a
formula and stick to it. .
Also, avoid descriptive promotional words "eg Save, $$ signs or Save Here" type
wording in your subject. This is a common approach of spammers and will often be
filtered by ISP's receiving who receive email on behalf of your database
recipients.
Truth 3. From address is critical
Organisations can hide people behind department names and job titles and its
easy to wonder who it is who has the customer relationship, and who is actually
speaking this communication. Technology lets you make each email appear to have
come from the desk of the customer 'owner' - even if you have lists of thousands
of customers and twenty account managers. We are a social bunch, we have been
since the caveman days, and people simply like to be treated as people, by
people.
Email is an interactive media - if you are doing a good job you will get
responses to which you will reply and action as required. From and Reply
addresses not only tell your recipient who it is at your place that cares enough
to send them useful information (see 1. above), they can manage response by
funnelling replies to the right place - to their own Account Manager, to
Customer Services, to Management etc.
I am a great believer in allowing a personality into your email and so using a
name can be powerful. We did some tests on From address - one group was sent an
email showing the company name, and another had a persons name first (i.e. Green
Door vs. Kate at The Green Door). Adding the Kate made a 30% difference in open
rate.
N.B. What might not be so obvious is that although you can so easily change
these settings, you may reduce your readership by doing so. If people have been
receiving emails from you for years and the from name was 'Joe Bloggs' and you
decided to change it today to 'Mr Bloggs' or even worse 'Bloggsie' people may
not recognise your email and in turn delete it. We suggest leaving this where
possible and possibly only changing the reply email address.
Truth 4. Best practise at least
The Unsolicited Electronic Messages Act has now been released by Minister for
Information Technology, David Cunliffe.
We swim in a small pond, and love our customers so would never dream of
offending them. It does however give us a great opportunity to ensure we are
getting it righter than right. Happily, doing it right is EASY!
- Use your manners.
- Only email people who have asked to be informed and deliver what you’ve
promised. Keep the content relevant.
- Make sure you identify your intentions at the beginning of the relationship,
and if your intentions change, make it clear how and why they are changing.
- Always remember the three most vital ingredients: obtain consent, identify
yourself, and offer an unsubscribe feature.
The Act covers all commercial electronic messaging and is aimed at email and SMS/TXT
messaging. It excludes facsimiles.
It requires that opt-out requests are honoured within 5 days.
The guts: what is 'consent' according to the Bill? Although there is a lot of
talk of opt-in, which is what we insist upon with our clients, the actual
definition of consent leaves quite a bit of leeway for ‘inference’. In a
nutshell, consent is either expressly given or can be inferred from the position
or behaviour of the recipient. ‘Express consent’ obtained in a variety of ways:
through a paper form, via a website tick-box, or through a clear conversation
where it is understood that commercial electronic messages may subsequently be
sent. ‘Consent that can be reasonably inferred’ through the business or other
relationships of the people concerned. ‘Consent that is deemed to have been
given’ when a) the address is published, b) there is no note to say ‘don’t’ with
the published address, and c) the message is relevant to the business role,
functions or duties of the address-holder.
Email marketing has a strong future as part of marketing activities. It can keep
your customers informed on items that are of relevance to them and it has the
power to help you develop direct relationships with your customers. Email is
direct marketing on steroids. Done correctly, you become their best friend; done
incorrectly you become a public nuisance. If you have any questions, feel free
to contact us for guidance.
Truth 5. Outsourcing makes sense and dollars too
Most organizations don’t have the resources in-house to manage the constantly
changing complexities of email marketing. These marketers will outsource their
email to professional email service providers that can deliver an on-demand,
easy-to-use email solution to communicate to customers individually with
relevant, trackable emails while staying compliant with current regulations.
Increasingly marketers prefer to provide strategic briefs
Truth 6. Marketing has made the world flat (or at least the playing field!)
Gone are the days that good marketing requires big budgets! It doesn’t matter if
you are a one-person shop, a chain, or a national powerhouse. The playing field
has been levelled, thanks to new technology and powerful tools.
In 2008, the advantage in the marketplace will be captured by the company that
can drive the better relationship.
Top E-marketing Tips with a little help from The Terminator
2008 is election year in the USA and we are going to hear a lot of it, so here’s
a light hearted look at some serious email marketing advice, with a little help
from Arnold Schwarzenegger - Governor of California. Here is a chance to look at
the classic quotes from the big Austrian and see how you can apply some of his
quips to your e-marketing strategy.
"You're a funny man, Sully, I like you. That's why I'm going to kill you last."
- Commando
Being killed last still gets you dead. Keep your online content relevant, or you
will not get read, recommended, or rich! And that 'relevant' means relevant to
your customer, not your CEO.
"I'll be back." - The Terminator
One of the three golden rules of email marketing is 'anticipated'.
(FYI, the other two are 'relevant' and 'personal').
If your customers are on your email marketing database, tell them:
- how often you will be emailing them,
- for what purpose you will email them (with the benefit to them clearly
stated),
- and in each email remind them that you will be in touch again 'next week',
next month' or 'next time you buy a widget'
Tell your clients when your site is updated by emailing them when new (relevant)
content is added.
"I'm not into politics, I'm into survival" - The Running Man
Don't get into survival (tactics) without being into politics (strategy).
It’s common to regard e-marketing as a separate channel to which the classic
rules of marketing don't apply. Of course that’s not true. From the beginning,
include your online marketing in the plan. Ensure anything you are doing offline
is aligned with what you do online. If you plan a campaign, timeline your
promotions, announcements, seasonal offers etc so that your email campaigns work
with your direct mail.
For example: send an email alerting your clients that they are soon to receive a
special offer in the post. Then send the letter. Then follow up with a reminder
email. Another example: before you launch a new product, service or a radio, TV,
billboard campaign, email your clients to alert them to the campaign and thank
them for their loyalty to date.
"If it bleeds, we can kill it." - Predator
And if you have the email address, you can email it?
You’ve heard it before - if you have to start weaseling your way through the
fine print of the privacy policy, or justifying your emails in any way, you're
jeopardising your brand and your business. You can do better. And the law in New
Zealand now says you must – that’s the Unsolicited Electronic Messages Act 2007
(UEM).
There are different types of permission, and we'll cover those quickly. But
remember this: you have to get some!
- Definition of Permission Marketing: All advertising that has been delivered in
response to an explicit acceptance agreement, not necessarily in return for
immediate value, e.g. an agreement to accept advertising from a particular
organisation or on particular products/categories, and growing the permission
that exists to develop a strong relationship between and organisation and its
customers.
- Opt in: An e-mail subscription practice that occurs when a user requests to be
added to an e-mail distribution list by submitting their e-mail address.
Typically, users voluntarily sign up to receive commercial e-mail about topics
of interest.
- Opt Out: An e-mail subscription practice by which users request to be deleted
from an e-mail distribution list by either selecting a link, or sending an
e-mail that requests their address be deleted.
- Double opt in: An e-mail subscription practice that allows marketers to ask new
e-mail subscribers to confirm (via e-mail) that they want to be added to an
e-mail distribution list for promotions, before the subscriber actually receives
the information. The double confirmation is the best guarantee of user interest.
"Have you ever killed anyone?" "Yeah, but they were all bad." - True Lies
Breaking the rules is breaking the rules. If you need to brush up on what the
'rules' are, download the PDF of 'Guiding Principles for Email Marketers' on the
DMA website. And remember, it’s the law, as well as good business practice.
"I don't know what the problem is, but I'm sure it can be solved without
resorting to violence." - Twins
What’s your problem? No website traffic, low response to your email marketing,
no strategy, little or no Return On Investment...
The beauty of online marketing and email campaigns is that they are accurately
able to be measured. That can be a little unsettling for traditional advertisers
and marketers!
Even if you already have the tools to measure your marketing, if you have a
problem, ignoring it won't help. Call in the experts to sit down and have a
round-table with you and your colleagues. Every day that you persist with an
ineffective action, you are simply doing more damage and wasting time. A couple
of hours may be all you need to get a plan and get on with making things right.
"If I am not me, who da hell am I?" - Total Recall
Copywriting is really the everyday spoken language in written form. If you are
writing for the web or for email, the easiest and most effective way to write is
to use your own voice, with the tone matched to the brand image that your
business portrays. If it is a personal missive from you to your readers, use
your very own voice - write like you talk. If it is a communication coming form
the 'company' use a voice that matches your brand identity. For example,
trustworthy, professional, innovative, young, reliable etc. For the record, the
top 10 keys to successful online "sales" copy are:
- Grab attention with a great headline
- Write from your customer's point of view
- Write about benefits, not features.
- Read your copy out loud.
- Get a colleague or customer to review your copy.
- Write as if you're speaking to one person.
- Be specific.
- Be simple.
- Include an offer (or link) in the first screen (no scrolling to get to the
crux of the offer!)
- Include testimonials.
"Hasta la vista, baby!" - Terminator 2
That’s it from us. See you next time!
Article supplied by
Roanne Parker,
Sales Director, Smartmail www.smartmail.co.nz
Copyright Jericho Ltd 2008.
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