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July 2009
How to turn emails into orders!
Six tips for sales success
Direct marketing to targeted recipients is one of the most powerful sales methods known to corporate man, and properly used will dramatically increase your business.
Of course, there’s a world of difference between spam and the successful email that gets customers clicking through to your website.
As specialists in the field we can show you the difference. Here’s our six top tips for sales success:
(1) The Prospects
Address your emails to hot prospects, not the world and his wife. Buy or compile a list of contacts in the business or consumer category you want to reach. Professional mailing houses can generate lists by profession, social status, age, geographical area, or what you will. If you want to reach spinsters named Gwyneth who own a pet Chihuahua, they could generate a list for you – it’s that definitive! Naturally, you won’t want to neglect your own established customer base, which is usually the most fertile soil of all for a mailing campaign.
(2) The Promise
The promise is the subject line of your email as it appears in the recipient’s mailbox. In two seconds they will decide to click on or delete it, so it has to be as persuasive, promising and intriguing as you can make it. It should offer them a benefit (the prospect of new orders persuaded you to open this email), pique their curiosity (‘Discover the secret of successful emailing’) or offer them immediate gratification (‘Turn emails into orders overnight!”)
(3) The Pitch
You’re in. Now’s the time to press your advantage by enlarging on the promise made in your subject line, outlining the deal and emphasising the benefits it offers to the sales prospect. Make your pitch big and bold in the preview panel that has now appeared on their screen, and reinforce it with an appetising product shot or image that adds emotional appeal to your proposition (like the gold coins in this email which highlight the financial rewards of successful e-marketing).
(4) The Proof
You’ve made a promise, but can you deliver? Consider how often politicians fail to live up to their manifestos, and you’ll understand why the buying public tends to be a bit sceptical. Build confidence and credibility with client testimonials and endorsements, highlight your professional memberships and trade associations, or show them a portfolio of your previous successful projects. You can also offer them a guarantee - e.g. money back if not fully satisfied. It’s reassuring, and few take up the offer, even if they have reason to.
(5) The Push
Your hot prospect is now burning to buy, so don’t leave them all fired up with nowhere to go, or make them jump through flaming hoops to get there! Spell out what you want them to do and how to do it. If you’re asking them to click through to your website, do so several times during the course of your mailing and make the landing page a consistent and logical follow through from your emailing. If you’re inviting them to buy on line, do it more than once, and make the order and purchase process as clear, simple and direct as possible.
(6) The Professionals
Like all successful undertakings, creating effective emails takes time and application, an investment you might feel is better made in doing what you do best – managing your overall business strategy. If so, why not involve professionals like ourselves in the tactical business of direct marketing to your customers. Together we’d make a great partnership!
To discuss you next successful email campaign, contact me, Adam Lord on 01279 755555 or adam@roystonsimpson.co.uk
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ROYSTON SIMPSON CREATIVE
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BISHOP'S STORTFORD
HERTFORDSHIRE CM23 2LY
01279 755555
