Improve Your Online Small Business Profits
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Looking to improve your email marketing results?
Of course you say...
In reviewing the latest case studies and surveys for 2008 -
I've pulled out 5 easy techniques you can use right now to
make more email sales.
1) Include a Johnson Box
A what you ask?
"A Johnson Box is a box commonly found at the top
of direct mail letters, containing the key message
of the letter. The purpose of it is to draw the
reader's attention to this key message first, and
hopefully grab their attention, enticing them to
read the rest of the letter." - Wikipedia
A recent test run by Jeanne Jennings, of Clickz found
that using a Johnson Box in email campaigns improved
response rates by 220%.
How do you use a Johnson Box in your next email campaign?
a) Write up a 20 to 30 word overview of your email's
message.
The overview should include the key benefit and incentives
of your product / service.
b) Place the overview at the very top center of your email
message.
The Johnson box should be text only and indented.
See example here:
http://directmag.com/news/marketing_frank_johnson_johnson/
2) Put your opt-in box on the top right.
A test run by MoreBusiness.com found by moving their
email opt-in box from the middle of their web site's page
to the top right of the page increased email sign-ups
by 600%.
They also made sure that the opt-in box was in the same
top right spot on every page of their web site. Thus when
visitors come to their site via a deep link and not to the
home page, the opt-in box has the same prominent position.
Lastly they updated the opt-in box to included a brief
description of what subscribers would receive and
how often.
Make these 3 minor changes to the opt-in box on your web
site and I'll bet your list will grow faster too!
3) Use your unsubscribe page.
If you're like me you have probably have thought when a
subscriber goes to the unsubscribe link - that's it
they're gone.
Well according to a recent benchmark study on Retail Email
Unsubscribes you can actual retain subscribers and keep
them actively on your list with a well designed unsubscribe
page.
Rather than just providing a single removal option, put some
alternatives on your unsubscribe page.
a) Give subscribers the option to reduce the frequency at
which they receive your emails.
b) Encourage feedback from your subscribers with a poll
or feedback form.
c) If you have other lists or information make those
options available.
I was interested to read that when subscribers are given
choices on the unsubscribe page they do use them. And
what would have been a lost subscriber becomes a
re-engaged individual who reads your messages again.
4) Create a great "Welcome Email".
Your "Welcome Email" to new subscribers will be read.
Study after study shows the "Welcome Email" is the most
read email you will ever send out to your subscribers.
Don't waste this email!
Sending out just a generic - "Thank You For Subscribing"
message is a mistake.
Use this initial "Welcome Email" to engage your
subscribers and get them to interact with your business,
give feedback or buy from your site.
Consider including a past article that received good
feedback and response from your subscribers. Or present a
welcome offer that you know has worked with your existing
list. Even a coupon to purchase now from your site is a
good idea.
When you encourage your subscribers to take action in the
very first email you send, you set a pattern that will keep
your subscribers reading and acting upon future messages
you email.
So change your "Welcome Email" today from a boring
administrative message to an exciting offer or thought
provoking article and you will boost your business.
5) Get Personal.
Typically when you read about personalization you think -
yes, yes I know use my subscriber's name.
However, another great tactic to improving your email
results is to use your personal name! Make emails to your
subscribers be directly from you. Stop sending out emails
that look to be from a business / organization and start
making your emails be from one individual.
What do you need to change to give your emails the
personal touch?
a) Make the "From" line your name.
b) Make the "From" email a real name. Rather than -
info@ consider using - John.Doe@
b) Sign your emails with your name.
c) Include your contact information.
d) Consider putting in your picture or perhaps a cartoon
image of yourself to give your newsletter a little character.
e) Use a personal tone in your message and be sure to use
the word "I" rather than "we" or "our".
Lastly, to complete the personal nature of your email -
respond back to your subscribers who do contact you.
So when your subscribers hit reply to your emails or
contact you via your contact information in your email
make sure you receive those emails and then Respond Back!
Make your email communication personal and allow your
subscribers to interact with you directly. You will
find the personal touch will increase your sales.
There you have it 5 quick steps you can take today to
improve your email results in 2008!
###
Abbie Drew
DEMC Editor
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