Make the Most of Your Email Messages
By Kevin Nunley
Posted Friday, August 6, 2004
Tens of millions of people use email every day. It is now by far the most popular feature of the Internet. Even people who use almost nothing else on their computer know how to send and receive messages.
Many successful entrepreneurs have found they can do business with nothing more than an email address. However, people get a LOT of email, which means that your message could get lost in the shuffle. Here are some simple ways to get more response from your email messages:
1. Target your message. Response always goes up when you send your message to someone who is very likely to respond -- regular mail and banners get a response rate of around 1%, opt-in email can pull 10% to 15% (according to Jupiter Communications). That is why it is vital to build your own opt-in list of people who have already said they want your information.
One of the largest opt-in mailing lists is (http://PostMasterDirect.com/). They have a vast library of opt-in lists covering just about any interest group you can think of. Most addresses go for about 20 cents each with a minimum that can run several hundred dollars.
You can also get a large selection of opt-in lists from (http://yesmail.com) and (http://doubleclick.net). These services will search through all their data on custmers who have indicated that they want email on certain topics and pinpoint the people you want to reach.
2. Personalize your message. Prospects respond better when your message uses their name. Response goes up even higher when your message refers to their particular situation and offers a good- fitting solution. By personalizing the email, you are showing that you care about your relationship with the customer.
You should also try to maintain that relationship throughout your emails. Email is great for staying in touch with customers and prospects.
Send out regular messages to stay in contact. Most sales are dependent on repeated contact. High-ticket items and services almost always need multiple contacts to sell. Advertising wisdom on this ranges from "The Rule of 7" (you need to hit your prospect with your sales message seven time before she buys) to the old saying "the first ad never sells anything."
How do you stay in email contact with customers and prospects without becoming a pest? People like informative newsletters, short tip sheets, friendly notes, and announcements of special offers. With this kind of information, most people won't feel that they are being pestered.
3. Make your email easy to use. For instance, use a little HTML coding in your email address. Putting a mailto: before your email address makes it a live, clickable link on many email programs. Rather than typing your address into their email program, prospects can act on impulse and simply click your link.
Keep in mind that 60% of people don't type. Many more don't type very well or don't like to type. You can increase response by putting mailto: before your address and writing it:
mailto:you@YourAddress.com?subject=Send_Me_Info
The prospect doesn't have to type anything to send the message. "Send Me Info" automatically shows up as the subject in their email message.
More than 20 million people use email every day. It's rapidly becoming the contact method of choice for millions of customers. Just like any contact you make with customers, it is important that you think through your email communications to make them as user-friendly and effective as possible.
About the Author
Publicize your business with Kevin's popular all-out marketing packages at (http://DrNunley.com/marketing_plan.htm) Now with lower prices! Reach Kevin at kevin@drnunley.com or 801-253-4536.
