Email is a tricky subject, and next to politics and religion causes the most arguments between network marketers. Some folks will tell you email marketing is dead, while others will tell you it is the only way to market. Personally, I tend to fall in the middle.
Pivotal Veracity, the #1 DSP (Deliverability Service Provider) in the world, released their latest deliverability report mid-September and I found the information very interesting.
Between June 1st and September 1st, companies who promoted movies, books, and music saw 95% of their emails arrive in the inboxes of their recipients. While during the same, time-period only 59% of emails from companies selling cars made it to the inbox. The reason this caught my eyes, is this is when the “Cash for Clunkers” campaign ran by the US Government was in full swing.
It’s hard for a scammer to make any money running a scam on books, movies or music. But with cars that is a different story. So, if only 59% of automobile emails get through, what do you think the rate of business opportunity email deliverability is?
In most cases, the people sending the emails are using non-white listed email services, or are copying some one else’s email. They do not use professional copywriters or study the emails of professional marketing companies, which is why I decided to write this article on the three basic elements every email should include.
1. Personalization: I bet when you go to your mailbox every day to collect your mail, you can tell real quick the junk mail by the way it is addressed to you. “Valued Resident,” or “Current Resident” are the two most common. The same thing rings true when you send someone an email and do not personalize it. I monitor 17 different email addresses on a daily basis. On the surface that might seem overwhelming, until you realize, I am scanning for personalization. If my name is not in the subject line, it is deleted and never read. This eliminates 78% of all my email right off the top.
2. Branding: Most people send marketing emails and never give a thought to how brand them correctly. Ask yourself this question, “what is my purpose for sending this email?” I know that sounds simplistic, yet most folks just send the email. Even if you are using a marketing system recommended by your upline, you should open and read each email. In most cases, emails are blocked or dumped in junk folders because there are thousands of other people sending the same email. If you will take a little time to brand the email to you personally, your delivery rates will start to climb.
3. Call-To-Action: Every email you send, must lead the reader to your specific call-to-action. Use this email newsletter as an example. At the top I talk about my new ebook “The secret Chronicles of MLM.” I share about the book, and provide a link for folks to buy it. A specific call-to-action helps your readers know what is expected of them, if they are interested in learning more or buying your product. Not all call-to-actions are about making sales. Notice I also provide call-to-actions where people can gain more information on different subjects we write about. Call-to-actions should be specific and often. Add call-to-actions throughout your emails.
Adding these three basic elements to your emails will increase your click-through rates overnight.
Living An Epic Adventure,