Making your email marketing work by Mark Davis

Mark DavisThe following tips are designed to help you use your emails to get your marketing message across Your Name I like to use my name in my email addresses, as it adds a personal touch. Emailing info@domain.com is pretty impersonal. You’re not sure if it’s going to a real human being, or just a computer. Even addresses like bookings@domain.com is not so exciting. It is purpose driven, in that you know the purpose of the email is to contact whoever is in charge of bookings, but you’re still not connecting with a real live human being, who has a face. Support@domain.com is still purpose-driven, in that you’re asking for help, but it’s more and more common these days to have support at major companies run by computers as well.  NULL

Remember, the internet is a communications tool between people.

So have your email – at least one of them – being your name, preferably your first name, as it implies the following characteristics: 1. You’re approachable 2. You’re visible 3. You are real 4. When people get a reply, it’ll be from a real person, hopefully even addressing their particular needs, and using their name adds power to your communication, putting you three rungs above the competition. Your business Having an email address that includes your ISP, is like saying to the world, I just got the internet, and I love the people that put on the internet at our house so much that I thought I’d advertise the fact in my email address. And then they put something cryptic like majop@bigpond.net.au As if anyone is going to know that Mark, Anne, Jim, Oliver and Peter live at that address. If you’re planning on any sort of business communication, it makes a LOT of sense to have your own domain name. (See register your own domain in appendixes) I’ll assume if you’re running a business you own the dot com of your business… or at the very least have yourbusiness.something Let’s say you’ve registered mycoolbusiness.com It makes sense to a prospect, someone visiting your site, or someone receiving communications from you, to have an email address that is attached to your mycoolbusiness.com address. So like in the previous chapter, you might have Mark@MyCoolBusiness.com That looks a whole lot more professional, powerful and convincing when putting forward a business proposal, than majop@bigpond.net.au Think about it.

If your email is your first impression on the internet, it makes sense to have your email and your business reflecting the fact that you are in business, not brand new to the internet and not able to work out how to get your website going.

Then, when you have your business, you can use the following tricks to make your business even bigger. Different Emails When you’re a virtual entrepreneur – you have no office other than your home computer which may be on the kitchen table, no staff, no inventory that is outside your home, no accounts department – you’re it – you need to create an illusion of size. Having just one email on every page of your website, in your emails, in your marketing etc. looks small. Here’s a tip to make your business look bigger. Mark@MyCoolBusiness.com Orders@MyCoolBusiness.com Help@MyCoolBusiness.com Newsletter@MyCoolBusiness.com Accounts@MyCoolBusiness.com and on and on. You could even add members of your family or ‘support team’ Jill@MyCoolBusiness.com Stacey@MyCoolBusiness.com Matt@MyCoolBusiness.com Even your dog. Lucy@MyCoolBusiness.com This adds substance – to your new business and helps you track your marketing WeeklySpecial@MyCoolBusiness.com HowDoIPay@MyCoolBusiness.com This looks complicated, when in fact it can be very easy. You set up all the email to be in a “Bulk”, “Catch-all” or “Master” inbox. So that all emails addressed to ANYTHING@MyCoolBusiness.com come into your one inbox. You only need one account. And in your prioritization of emails, you can deal with support@, orders@, help@ emails prior to general chatting with your friends about the latest YouTube video. Numbers and letters in emails Here are my thoughts… Don’t use numbers in emails. Keep your email targeted, specific, and easy to remember. Think of it as fitting on a business card, and keep it simple enough for a 7 year old to remember it. My kids will never forget dad@markdavis.com.au but they would probably have a hard time remembering davis5431@ozemail.com.au

Keep it simple.

Dashes and underscores and dots All of these complicate your message. And could be hard to get right when you are in contact with people by phone, or sitting next to them on the plane, or having to explain it. If you have to explain it… it’s too complicated. For example: Mark_Ian_Davis@ Mark.Ian.Davis@ Mark-Ian-Davis@ All these could be interpreted a number of ways… is it a hyphen, a dash, an emdash, an underscore… and where on earth is the underscore on a keyboard anyway!

Think simplicity.

Anything that is likely to confuse a person could mean the difference between getting the deal, or your email being lost in cyberspace. Keep it simple. First impressions Your email is usually the first thing someone sees from you if you’ve promised to send them information (if they called or saw you in person) about your products or business, if they are getting a quote or an autoresponder message. If they are getting communication, you want it warm and fuzzy, not cold and lonely. So it’s important to greet people in your emails in the manner in which you would be speaking. Dear Friend, Dear , Dear subscriber, Dear customer, All these are better than getting straight into your pitch, your sales script, your marketing message.

First impressions online are the same as offline. Common courtesy always wins over intense interrogation.

You can try just banging your audience over the head with a selling message, but the chances are 5x higher that they will just hit delete, instead of reading your message to the end. Subject lines With the advent of spam becoming more and more of an issue with the people of the internet world, reading email becomes a time-consuming exercise. When we have to sift through 2/3 of our mail as junk, our tolerance of marketing messages becomes much, much lower. So it’s important to also realize that we’re going to be judged on the subject line of our emails as ruthlessly as our email address. The days of simply saying “Hi, thought you’d like to read this” are gone. Spammers use all the conventional ways of addressing emails to “fake” the personal approach, to try and get in under your radar. In fact some of them are so convincing, they may even include your name and even know through other online email subscriptions where you live – so a spammy subject line could read: “Hi Mark, thought you’d like to visit Disneyland again” Now, if I was Mark, and I’d been to Disneyland, I could be fooled into clicking on that message, REGARDLESS of who it was from. So that I could find out who was sending me this personal message. No no no no no! You have to be more direct, to the point, and tie in some of the following: If you mention their name, make sure it’s how you usually communicate with them – Mr. Davis, Joseph, Fiona… and possibly include something specific. So don’t say… Re: What we talked about the other day instead say Re: following up on the joint venture project discussed on 3/3 at Starbucks. The specificity is something the spammers can’t duplicate. I will also sometimes continue my email from the subject line right into the body of the text… or repeat the subject line in the first line of the text. I use the subject line to grab the attention, and then go from there to the body and start the entire message again. Remember, sometimes t
hey will print or save the email, so the duplication of the subject line can be a good idea.

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