As with anything in life which seems simple, second nature, or relatively straightforward when you see someone else do it well – writing a great sales email depends on understanding the process behind it. From a practical point of view it is important to first define the different components which make up its whole. The primary ones are as follows:
Sender name email address:
This is really important, and worthy of some consideration, because it is one of the major factors which will determine if your email even gets opened. With most email systems, particularly advanced systems like Infusionsoft, it is possible to control exactly what the person receiving your email will see in this field. Seeing a name that they trust will usually lead to an ‘open’ and might even push you to the front of the queue. At the other extreme, an unrecognisable title might even register as ‘spam’.
In most cases the subject line is even more important in creating an ‘open’ rather than ‘deleted’ email than the sender’s name. To really unravel the power, science and psychology behind creating winning headlines would require much more than a brief reference in a blog… or perhaps even an entire book. But for now here are a few guidelines to get you thinking. When crafting your email headline, think about what might grab your intended reader’s attention – what might draw them away from the thing that occupies their mind at that particular moment and compel them to open your email. It could be something: intriguing, humorous, witty, challenging, controversial, tantalising, attractive, threatening or utterly irresistible…
Pre-header and Header:
Sometimes called the ‘snippet text’ the pre-header is a short piece of text that is often seen before the email is even opened, with some email providers. This is not relevant with all emails, but where you do use a pre-header it is very important to make sure it keeps the compelling nature of your subject line alive. Likewise, the header is a piece of text or an image which will be the first thing a reader will see… so make it an attractive one.
Main body content:
If you have drawn your intended audience to this point then ‘well done’ you have overcome the main obstacles and earned your chance to communicate your message. This is where you get the opportunity to sell, educate, provide and promote your services and expertise to your prospects and customers. Use this space well and your business will definitely prosper.
Calls to action:
Every time you communicate with your database you should give them the opportunity to ‘do something’ with the value that you have shared. It does not need to be a ‘hard sell’ every time, but here should be some sort of ‘call to action’. It may simply be a challenge to implement the expert advice that you have shared or it could be an enticing offer to buy at a reduced rate or trial a new service for free. Whatever it is – always have a call to action.
To finish off your email there will be a variety of appropriate endings and options. These include the required unsubscribe button and ways in which your communication can be shared, either directly or through social media channels. There are still opportunities here to engage, educate and entertain your customers… so use the space wisely.
Follow this basic structure, add your expertise and a little bit of creative thought and before you know it you will be generating a steam of winning emails from which to build a successful sales funnel.
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