Making Your Email Content Valuable - Sending valuable offers

In this post I will explain which types of valuable offers to send to your email subscribers. Valuable offers are incentives that help to overcome purchase hesitation and decision avoidance.

The first rule of valuable offers is to know your customers, because different groups of people may respond differently to the same offers. For example, some people love to know about a discounted product because they like to save money.

However, some people associate the word discount with words like discontinued, cheap, or out of style. These two groups of people require very different offers. The former may respond positively to an email announcing a sale, while the latter is more likely to value an email announcing a sneak preview of the newest and most expensive product line.

For the best results, conduct a survey or watch your email tracking reports to discover what your subscribers value. Then divide your email list into groups based on the types of offers that motivate each group.

Here are some of the best forms of valuable offers for emails, along with some advice for matching the incentive to the type of buyer.

Coupons included in an email can be printed out or shown on a mobile device for in-store redemption or linked to an item in an online store. Use coupons when your prospects or customers want to be rewarded with prices that aren't available to the general public.
To add a personal touch to your email coupons use a Mail Merge to include your subscribers name on the coupon.

Giveaways are free products or services offered in exchange for information or a purchase. Use giveaways in combination with another product purchase when you want to offer more value without discounting the value of the featured product.
For example, if a car dealer offered a car at 50% off, people might wonder what's wrong with the car.
If however the car was offered at full price with a giveaway worth 50% of the value of the car, the same value is perceived without discounting the car.
If you decide to offer giveaways, make sure to check your local laws to make sure your giveaway doesn't qualify as a sweepstakes, contest, or lottery. If it does, you'll need to comply with local laws for these types of promotions.

Loss leaders are another form of giveaway. A loss leader is a promotional price that results in a loss to the business when the product is purchased. Why would you offer a product in an email at a price that loses money? Because you want to acquire a new customer with an extremely low price so you can realize profits through repeat sales generated by additional emails after the initial loss leader purchase.
Use loss leaders when you want to attract new customers to your business and away from the competition. Once you have an offer that gets people to respond, it's time to help them take the next step by suggesting one or more actions. That's called a call to action and it's the subject of my next Post.

Making Your Email Content Valuable - Creating valuable information

The information you send in an email has to be valuable on a consistent basis or your subscribers will quickly become un-subscribers.

While it's great to send offers and incentives to make your emails more valuable, some of your email content needs to be inherently valuable as well. That's because typically only a small portion of your prospects and customers are ready to buy when they receive one of your emails.

If you limit your email content to promotions and offers, your emails will be irrelevant to the majority of subscribers. Now, here are some examples of content that can add to the inherent value of your emails. Information about products, services, or your company can be valuable, especially for new prospects or people who are interested in learning about new products or the latest trends.

Tips and advice can be valuable if buying your products and services involve research, expertise, or sound reasoning. Tips and advice can come from you or your employees or you can feature tips and advice from your satisfied customers or product suppliers. Instructions and directions can tell your customers how to get the most out of your products or services before a sale and after a sale.

Instructions and directions can also help your customers feel smarter about the purchases they make. Entertaining content can include humor, engaging stories, and even professional performances.

If you use entertaining content, make sure it has something to do with buying your products and services; otherwise your email subscribers won't be as likely to recall your brand as the source of the content.

Facts and research are a good idea when your audience needs more than an opinion to make a purchase decision.

Coming up with valuable content can be handled in-house or through external sources such as copywriters and agencies.

If you decide to use content from other sources in your emails, always ask for written permission so you don't violate any copyright laws. Assume all content is copyright protected and consult a licensed attorney if you aren't sure if you have permission to use someone else's content.

Hopefully the information in this post has been valuable to you, because now it's time to explore all of the ways to include valuable offers in your emails, to help turn your readers into buyers.

Making Your Email Content Valuable - Including links

A good test of an effective marketing email is whether or not the email generates immediate sales or moves people closer to a purchase decision.

In short, your email should invite action and decision making. Actions in emails usually involve clicking on links, which may include text links, images, buttons, and other graphics.
This section of the post explains how to get the most out of the links in your emails.

Email links come in two varieties, external web links and internal navigation links.
External links open up a browser window so the person who clicks on the link is directed to a webpage.
You can also create links to files stored on a server and links can open up an email program installed on your subscriber's computer.
Emails received on a mobile device could also interpret a phone number or an address as a link.
Phone numbers in the text of your email dial the phone number when touched and addresses can automatically link to an online map or a map application. There is no need to program these types of links.

Mobile devices can detect them automatically.
Internal links, also known as anchor links, point to content within the email. Use internal links to help the person reading your emails to skip to content below the screen from the top of the email and to skip back to the top of the email from the bottom.

You can also use groups of internal links like a Table of Contents to list the articles or sections of your email and allow someone to quickly jump to that section of your email without scrolling.
When creating text links, the best practice is to avoid using the phrase Click Here as the link. Instead use an action word or a phrase as the link. For example, a link to add an item to an online shopping cart should say Buy this item, instead of To buy this item click here.

The more descriptive you can make your text links, the better chance you have of inviting a click.
For example, a link that reads More information isn't as descriptive as a link that reads Download the 50 page catalog. When creating image links, the best practice is to include some text in the image inviting the click and explaining what the image link points to. Some images are intuitive as links so text isn't necessary.
Examples include pictures of products that link to more information about the product, company logos pointing to the homepage of a website, audio icons such as a Play button that looks like a speaker, or screenshots of videos pointing to a streaming video file. Speaking of videos in other files, use links to deliver files and videos to your email subscribers.

Never attach videos, pictures, documents, or other files to your emails, because mail filters and blockers are notorious for stripping attachments, bouncing emails with attachments, and filtering emails with attachments to a junk folder. Creating links and including them in your email is an important step toward making your emails actionable, but links all by themselves won't be too inviting to your email subscribers.

That's why the next Post I will shows you how to include valuable and relevant email content to go along with the links in your emails.

Designing an Effective Marketing Email: Creating a layout ( Part 3 & END )

Laying out your content in an email usually requires building tables in HTML and using Cascading Style Sheets or CSS to tell your recipient's computer how to display your content.

If you're not interested in programming your own layouts, you can use pre-designed email templates that are ready to receive your text, images, links, and other content.

Email templates are available from email marketing providers. Many providers include templates that are ready to use as is, as well as templates that can be highly customized without any knowledge of HTML.

Content that draws the eye to a specific section of your email are called visual anchors, because the content acts like an anchor that causes the eyes to stop on that content while scanning through the email.

Visual anchors include the following types of content: images, headlines, links, icons, divider lines, background colors, and borders.

When laying out your content, the most important content should reside in the upper-left quadrant of your email, because most people start scanning an email in the upper-left. Also, most mobile devices display emails beginning with the upper-left, if the whole email doesn't fit on screen.
One word of caution.

It's important not to place too many visual anchors in all four quadrants. Doing so makes your email difficult to scan, because the eyes can't decide what is the most important section of the email.

Organizing your content into columns is another great way to make your email easy to scan. And columns make it easy to organize related groups of content so your audience can scan each column as if it's a mini version of your email.

There are three basic choices for laying out columns effectively in your email. You can use columns of equal width to avoid emphasizing the content in one column over the other.
You can put a narrow column on the left side of your email to emphasize the content and a larger column to the right.

You can also put a narrow column on the right side of your email to emphasize the content in a larger column to the left.

If you feel like you have so much content in a single email that you need to organize your content into more than two columns, you may want to consider breaking up your content into multiple shorter emails and sending with a higher frequency.

That way your emails won't be so daunting when your subscribers receive them. Speaking of email content, the next few sections of the course show you how to make your content valuable and effective by including links, information, offers, and a call to action.

Designing an Effective Marketing Email: Branding consistently ( Part 2 )

You need to pay attention to the way your emails look, because your audience pays attention or not depending on the design choices you make in each email. The first rule of email design is to make sure your email designs are a good match with your other marketing media.

For example, when someone visits your website and signs up for your email list, they might not recognize your emails if they look completely different from your website.
To ensure a good match between your email designs and your other marketing designs, follow these guidelines.

Include your logo in all your emails.
Use colors that match your logo for backgrounds, borders, and fonts. And when you send a promotion that suggests the use of colors outside your brand, such as of running a Halloween promotion with black and orange, just make sure to work the promotional colors into your brand instead of replacing your brand with the promotion. Also, use the same type of images in all your emails.

For example, there's a big difference between the look of stock photography and the look of graphics and clipart. Choose the image type that fits the personality of your business and then stick to it. When choosing email designs, it's important to brand each type of email format consistently.

For example, make sure your email newsletter looks similar, but not identical, to your email promotions.

That way people will recognize your brand and the purpose of each email. One of the best ways to ensure brand consistency with all your emails is to design your emails based on similar looking email templates. What's an email template? That's the topic of our next Post.

Designing an Effective Marketing Email ( Part 1 )

Deciding on a format When marketers refer to the format of an email, it means that the layout, the content, and the purpose of a particular email work together visually and functionally as a unit.

For example, a newsletter is an email format. So is a promotion, an event invitation, and a holiday greeting.

This Post I will explains the email formats that you can choose from to run a successful email marketing strategy.
It's important to use a variety of email formats in your strategy for two reasons.

First, people respond to different formats in different ways. For example, many people wait to read an email that looks like a newsletter, while an email that looks like an urgent announcement is more likely to get immediate attention.

While getting immediate attention from every email might sound like a good strategy, the reality is that urgency wears off if you use the same email formats for all your communications. Which brings me to the second reason to use a variety of formats.

You need as many formats as you have reasons to communicate.For example, if you send promotions, event invitations, news, information,greetings, and appointment confirmations, you should utilize enough email formats to appropriately categorize your information into logical groupings.

Now, here are the most popular email formats and some tips for making them effective.

Email newsletters are typically focused on information rather than promotion.
Newsletters can have columns to give them the appearance of a paper newsletter and are great for sending loosely related information in a single email.
Newsletters also should have a periodic frequency, such as weekly or monthly, rather than an event or date driven frequency.
For best results, minimize the amount of promotional content in your email newsletters. No more than 20% of your email newsletter content should contain promotions. If you need to promote more than that, use a promotional email format.

Promotional email should focus on a single promotion, such as a single product, a group of related products, or a theme such as a sale.
Promotional emails are usually date driven or they are triggered by specific actions, such as a recent purchase or an inquiry.

When using promotional emails, it's best to put some but not all of the details about the promotion in the email itself. Put the rest of the details on a website to invite a click so that you know how many people were interested in learning more about the promotion.

Another type of promotion is an event invitation. Event invitations can focus on one event or a series of events. Events are highly date driven and usually require a series of emails in similar formats to get a good overall response. Make sure you plan out your event invitations on a calendar to avoid over-communicating. An email announcement is a format that's sent when no specific response is expected on the part of the recipient. Examples include greetings, thank you messages, press releases, and order confirmations.

Send these email formats when you want to focus on relationship building as opposed to generating immediate sales or leads. Sometimes it's nice to receive an email that doesn't ask you to do anything.
Email formats are most effective when your email designs and layouts are a good match for the formats you choose.

That's the topic of our next two Post: branding your emails and creating effective layouts.

Building an Email List: Offering incentives to increase signups ( Part 3 & END )

It's a common misconception that people aren't willing to share their email addresses. Actually, they are willing to share.

You just have to communicate the value of your email list effectively.
The idea is to exchange value for information. The more valuable your emails, the more people will sign up to receive that value.
Now, there are three basic ways you can maximize the value of subscribing to your email lists.

The first way is to make the information you put in your emails valuable in and of itself.
For example, a consultant could offer free advice via his or her email newsletter.

You can also give your subscribers immediate incentives for joining the email list. Immediate incentives are usually provided to subscribers in the form of an automated email sent to the email address used for the subscription. Use your automated emails to send a coupon or discount, a valuable download, access to a special video, a free product or service, or anything else that has immediate benefit to the new subscriber.

For the best results, offer something related to your products or services as opposed to offering a free gift unrelated to your core business.
That way you'll gain a prospect who is just as interested in what your business is as what you're giving away.
For example, a restaurant could offer a free dessert to anyone who joins the email list by sending a coupon to everyone who subscribes.

In addition to immediate incentives, you can also offer the same benefits in the future. The benefit of future incentives is the fact that you can send new subscribers a few emails before they receive the incentive.

In the next post, I am going to show you how to design an effective marketing email so that your content and your incentives look good, function properly, and represent your business as professionally as possible.

Building an Email List: Collecting information ( Part 2 )

In this post,I show you how to collect email addresses to build your email list.

If you haven't already, make sure you first view the previous post on permission before viewing the rest of this post.
Now, when it comes to actually collecting emails, there are five basic ways to ask people to join your email list.

The first way to collect email addresses is by providing an online sign-up form to your website visitors. You should put the sign-up form or a link to the sign-up form on every page of your website, not just the homepage, because you never know when someone will enter your website or exit your website.

The second way to collect email addresses is to collect email addresses from people in person. When someone calls your business on the phone, ask if he or she would like to join the email list to receive information about the topic of the call. When you attend networking events or trade shows and when you meet people for appointments, ask everyone to join your email list. I call it the 5 Foot Rule.
If someone is within 5 feet of you, ask for his or her email address.

Thirdly, all printed marketing materials should describe a way to join your email list.
You can provide a sign-up form by asking people to write their information directly on the form, and you can use printed advertising to promote other methods of joining,

which brings me to the fourth way to collect email addresses: mobile devices. You can ask people to scan a mobile barcode,

This one actually works. Give it a try right now on your screen to join the email list at ipas2link.
You can also ask people to text their email address to join, and you can provide mobile sign-up forms that can be filled out on a smartphone or a tablet device. You can use mobile devices for collecting addresses in person as well. Simply hand your device to someone so he or she can fill out a form on the screen.

The fifth way to collect email addresses is through social media networks. Place sign-up links to your email sign- up form on all social media sites you own and promote your email list in your social posts. Some social sites such as Facebook allow application plug-ins, so you can embed forms directly into your page.

Remember that an email address is more effective when you combine it with other information. You may want to collect a first name for personalizing your emails ora ZIP code for targeting local offers. But don't ask for too much information the first time you sign up or you'll reduce sign-ups. You can also ask for additional information once you've established a relationship of trust with the members of your email list. Collecting email addresses and other personal information isn't always easy,

so stay tuned for the next post, where I show you how to create incentives to help you increase the number of email list sign-ups you get.

Building an Email List ( Part 1 )

Email marketing without permission can spell disaster for your marketing emails. You can't legally send emails to total strangers and even if you could, you wouldn't make very many people happy by sending them emails they didn't ask for.

Therefore, an email list without permission isn't very valuable. However, when an email list includes the email addresses of prospects and customers who have explicitly asked your business to send them emails to stay informed, you have a very valuable asset for your marketing strategy.

In this part of the post I am going to show you how to include permission in your email marketing plans so that your email list is full of people who want to receive your emails.

• The first step in the process of building a permission-based email list is deciding on a permission level. Now, there are three basic types of permission.

The lowest permission level is implied permission. For example, when someone hands you a business card and says let's stay in touch, you could assume that means sending a few emails. But be extra careful with implied permission, because people may be unpleasantly surprised if you start sending marketing emails without first confirming the content and the frequency of those emails.

It's a good idea in the case of implied permission to send an email confirming your decision to add someone to your email list and include a link for opting out if you're new implied subscriber doesn't want to be on your marketing email list.

• The second permission level is explicit permission. For example, when someone fills out an online form to join your email list, that person has given you explicit permission to send the emails your email sign-up form specifies. Explicit permission is the industry standard for email marketing and the recommended level of permission for most email marketing providers.

• The third permission level is confirmed permission, also known as double opt-in. Confirmed permission works like this: when someone explicitly opts in to your email list, you send an email asking the new subscriber to confirm their decision to join the list. Usually this happens by clicking a link or replying to the confirmation email with a specific message.

Confirmed permission ensures that your email list subscribers are highly interested in receiving your emails and confirming permission generally improves your delivery rates too. Now let's go over a few forms of permission that actually have the potential to get you in trouble. You should avoid building your email list based on someone else's permission. For example, don't send marketing emails to people on email lists belonging to your vendors, your colleagues, your partners, or trade organizations.

If you want to reach people on other email lists, ask the owner of the list to send the emails to their list on your behalf and ask them to explicitly opt in to your email list. Some email lists are sold or leased out by list brokers and permission-based quality is very important if you decide to use a broker to send your emails.

If you decide to use a list broker anyway, make sure the list broker you use is completely compliant with all laws and industry best practices. Since your email list is valuable, protect it like an asset.
Don't share your email list with anyone and don't violate your permission standards by sending emails your subscribers didn't sign up for.

In the next Post I show you how to collect email addresses from people so that you can build a list with quality and quantity in mind.

Email Marketing: Becoming an appreciated email sender ( Part 3 & End )

There are laws against unsolicited email or spam because people hate it.
Since hate is not a buying emotion and the government makes the rules, here's what you need to know to become an appreciated email sender.

Let's start with the law.
Now, what I'm about to say is not legal advice in any way, shape, or form. It's just a summary of possible issues. Use a licensed attorney to make sure you follow the law when it comes to email marketing. And the main law governing commercial email is known as the CAN-SPAM Act.
You should read and comply with all parts of the CAN-SPAM Act, but here are the major guidelines.

• First and foremost, you need a relationship of affirmative consent between your business and anyone to whom you send a marketing email.
• You also need to provide a simple and free way for your subscribers to opt out of receiving future emails.
• The industry standard is one or two clicks to unsubscribe.
• Also, make sure the information in your email is true and accurate.
• You are not allowed to fake your from line, use misleading subject lines, or send emails from a false email address.
• Finally, make sure you include your physical business address in every email. A post office box is okay.

Keeping your emails legally compliant will keep you out of trouble with the government, but your job as an email marketer isn't to make the government happy; your emails need to impress prospects and customers.

Here are three tips to make sure your email marketing is well-received and appreciated by your subscribers.

1. First, ask for explicit permission before sending marketing emails. I will about permission and building a permission-based email list in another post.
2. Second, ask your subscribers to share their preferences when they join your email list and send only the information your subscribers request.
3. Third, make sure that you send emails with the proper frequency and relevance. In general, people will tolerate almost any email frequency as long as your email content is valuable and relevant. For example, weather is a daily occurrence, so weather information is likely to be appreciated on a daily frequency. If you send a daily email asking people to buy something however, you'd better be pretty sure that your subscribers are interested in daily deals.

Now that you have a basic understanding of becoming an appreciated email sender, let's leverage your knowledge by moving to our next topic, building an email list.

Email Marketing: Getting the job done ( Part 2 )

as you have read the previous post about the basic email Marketing, lets Look into how can your work can be done effectively.

You'll need at least two technologies to execute your email marketing strategy: an authoring technology to create the content of your emails in HTML and a delivery technology that has the ability to deliver and track emails sent to a large email list.

In order to do literally everything on your own, you're going to need to own your own email server.
You'll need extensive programming knowledge and database skills. I don't recommend doing absolutely everything in-house, even for a large company with lots of technical resources.
Instead use an email marketing provider or EMP to help you run your strategy. An EMP is a company that offers a suite of tools to help you create, send, and track your own marketing emails.

Most EMPs allow you to create emails without the need to know any HTML or the programming languages. And you won't need to set up and manage your own email servers and delivery gateways, because EMP is sending email from their servers on your behalf.
Your customers will never know the difference and you'll probably get better delivery rates too.
EMPs give you tracking reports and database tools to manage your email lists and some EMPs even provide support and educational resources to help you gain expertise in marketing and the use of the EMP's tools.

Enterprise-level EMPs give you access to advanced features, such as point-of-sale integration, email automation, advanced segmentation, and behavioral targeting.
Remember that one of the most important assets of your email marketing strategy is your email database. Make sure you use a company that secures your email database properly and protects the privacy of your email list subscribers.
In the next post, I show you how to protect your database in another way: by avoiding unsubscribes and spam complaints.

Email Marketing: Basics ( Part 1 )

Using email in your marketing mix You don't have to be in business for very long to realize that you need to communicate with lots of people to attract customers.
Of course, your business also needs to make sure that your marketing communications bring in revenue over and above the cost of those communications.

Email is a great solution for building customer relationships affordably, because it's a familiar communication standard and because it's so cost effective.

The fact that email is a cheap way to communicate isn't the main reason to use email however. Email also has a very high Return On Investment or ROI. In other words, an effective email marketing strategy can generate a lot of sales for a relatively small investment of time and money. In order to get the highest possible return on your email marketing investments, you first need to understand where to use email in your overall marketing plans.

The first thing to understand is the fact that sending email to total strangers does not work. You're more likely to get spam complaints than interest from prospective customers unless you send to a permission-based email list.

Now, I show you how to build a permission- based email list in another post in ipas2link. Instead of spamming people, use email to help convert current prospects into customers and current customers into loyal customers.

Use email to educate people about the features and benefits of your products or services, differentiate your business from your competition, and to ask for the sale. You can also use email to help increase customer loyalty and referrals by sending emails that strengthen your customer relationships. Send them thank you emails, holiday greetings, and offer special privileges to make your customers feel like they're appreciated.

As you see the rest posts remember that all the tips and ideas I share can be adapted to your specific type of business or organization, because no matter what kind of business or organization you have, keeping your customer relationships at the center of your strategy will put you on the road to email marketing success.

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