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Email Advertising Marketing That Gets You More New Clients

Written by: Mark Satterfield

Article Overview: The key for creating an email advertising marketing initiative that actually gets you more new clients is to focus on three items. Pay attention to these and your next campaign will result in a lot more new business.

Email Advertising Marketing That Gets You More New Clients

The key for creating an email advertising marketing initiative that actually gets you more new clients is to focus on three items. Pay attention to these and your next campaign will result in a lot more new business.

Obviously in order to get your email read it first has to be opened which is why the subject line is so crucial. Since we are assuming that your email address won't mean a great deal to the intended reader, it’s up to the subject line to create enough curiosity that the reader will overcome their skepticism and say to themselves “OK I’ll take the next step and see what this is all about.”

So what type of subject lines works the best? The more it is tailored to the specific needs of a particular group the greater the likelihood is that it will get opened. Thus a subject line of “What Clothing Retailers Need To Know To Reduce Their Inventory Costs” will draw a greater level of curiosity that one that says, “How to lower inventory expense.” This is what is often Referred to as the “message to market” match. The more your prospects sees a reflection of him or herself in your subject line, the more effective it will be at getting your message read.

Interestingly, the most effective opening sentence is one that reiterates the subject line. Repeating what drew the reader into the email in the first place is a highly effective method for getting your entire email read. Remember the maxim, “The goal of the first sentence is to simply get the reader to read the second sentence.” If we can get them to read the second sentence then we have them going down the slippery slope and the likelihood of them reading the entire email becomes much greater.

Which brings us to the third issue. What do you want the reader to do once they have completed reading your message? There are any of a number of things the reader can do, however only one or two of them benefit us.

The traditional “call to action” was to ask the reader to call a number for a free consultation. Unfortunately that rarely works since it is a classic example of “asking for too much, too soon in the relationship”. At this stage the reader is still highly skeptical and their reaction to your request for a phone consultation is likely to feel that it will be little more than a disguised sales pitch.

A far better approach is to offer either a free report or a 5-part mini-class on the topic of your email. Naturally in order to get either of those the reader has to go to your website in order to register. By getting the reader to opt-in you are now able to send ongoing messages. These are crucial for building trust, credibility and eventually convincing your prospect to turn into a paying client.

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Article Tags: advertising marketing, business email, business sales training, executive sales training, initiative, insurance sales training, new business, sales development training, sales presentation training, sales rep training, sales team training, telesales trainingemail advertising, training in sales



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Top 19 Copywriting books - 1. Ogilvy on Advertising. David Ogilvy. Wiley. 2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner. 3. The New Positioning. Jack Trout. McGraw-Hill. 4. Tested Advertising Methods. John Caples. Prentice-Hall. 5. How to Make your Advertising Make Money. John Caples. Prentice-Hall. 6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin. 7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall. 8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books. 9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall. 10. Romancing the Brand. David Martin. American Management Association. 11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books. 12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books. 13. My Life in Advertising. Claude Hopkins. NTC Business Books. 14. Scientific Advertising. Claude Hopkins. NTC Business Books. 15. How to Become an Advertising Man. James Webb Young. NTC Business Books. 16. The Lasker Story as He Told It. NTC Business Books. 17. Advertising Concept and Copy. George Felton. Prentice Hall. 18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop. 19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley. This should keep you busy for at least a year. Enjoy!
Re: Who Did You Learn Most From and Why? - Hi Martin, You missed out on the most essential community that helps you grow - Your Clients. Well, I believe that my Initial Clients have been the ones who have given me the moments of 'aha' in my business. They have stood by me even when I was a starter and that has helped me shape and build my stand. They have helped me grow as an entrepreneur, learn to have loads of patience and make the most of what comes across. They have also helped me to strengthen me as a person. btw, personally speaking, my Grandfather always kept me on track and lent me emotional support when I was down in any matter - be it business or otherwise.
Different Hats - CEO Sales & Marketing & Leadership Development Company Strategic Vision 10 Alliances & Growth Strategies 10 Hiring & Managing People 8 Mentoring 8-9 Strategic Planning for Clients 10 Execution of Marketing Campaigns 9-10 (i have great people who do the nitty gritty) Financial Management 9 Bookkeeping 3 (outsourced as I really hate the fine details like GST0 Administrative Follow Up 6-7 (again have great staff) Writing & Publishing 9 (getting better all the time!) Speaking 10 (so I have been told) Self Promotion 9-10 Web development & Promotion 6-7 (learning more and have brought on players who are 10+) Babysitting Employees (1 - wont do it, that's why I work so hard to hire and motivate the people I have) Great topic Kevin!! Jude
Re: Why Some Websites Sell and Others Don’t? - There is myth that if you build websites people will come. It is never through, you need to do a lot of things to make your website to work. You have many models of attracting traffics to your site. PPC Article Marketing SEO Press Release Banner Ads Forum Posting Classified Advertising Media Buying Solo Ads and a lot of more. If you are not doing any of the above your websites will just be one of the millions of the unknown sites in cyber space
Re: Email marketing strategy - Email Marketing is successful only when you get a good list of targeted people. However, some people consider it as spam. It can work wonders for you if you have selected the appropriate list of people.


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