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Secrets of Email

Written by: Jay Conrad Levinson

Article Overview: Most people read their email with their finger on the delete key similar to the way we sort through our mail over the trash bin to facilitate the process of throwing our junk mail away. If your email is not opened, you have exactly a 0% chance of getting a response no matter how fantastic the contents of your email may be.

Secrets of Email

Most people read their email with their finger on the delete key similar to the way we sort through our mail over the trash bin to facilitate the process of throwing our junk mail away. If your email is not opened, you have exactly a 0% chance of getting a response no matter how fantastic the contents of your email may be.

Job Number One in email marketing is to grab the reader's attention. With the number of emails people receive daily, that's easier written than done. But it is doable. Get around clutter with a friendly tone. Our testing has consistently shown that a friendly tone almost always outperforms other methods of getting your email opened.

The curiosity factor was the basis of another barrage of tests we conducted. Encourage your email recipients to click through to a website where they can view your sales message. People like small steps. They like things that are easy. If you blab on in a long email message, people may just tune you right out. To combat this, we use email as a lead-in to another step in the process.

The inclusion of a curiosity element has been found to almost always increase response. Although there are many ways to capture attention, this is one that my tests have proven to be extremely powerful. The best way to distinguish a successful marketer from an unsuccessful one is this: The successful marketer tests constantly; the unsuccessful one doesn't.

Should you expend the effort to personalize your emails? Personalized emails generated 42.7% more click-throughs on average to the web copy than non-personalized email. Personalized emails generated 403% more sales on average than non-personalized emails. Personalized emails generated 42.8% fewer unsubscribes on average than non-personalized emails.

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Article Tags: barrage, click throughs, clutter, curiosity, element, email, inclusion, job, junk mail, marketer, marketing, sales message, small steps, trash bin, web copy



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