Discussions about AdWords are not complete without talking about how to make a lasting relationship out of that costly fraction-of-a-second click. When a person clicks on your Google ad, you are charged fifty cents no matter what happens next. If that person stays on your page less than 5 seconds, he is out of there and you most likely won't see him again without another costly click.
Fifty cents for five seconds of someone's attention-dang, that's $600 an hour! Kind of depressing if you look at it that way. On the other hand, if that person gives you her e-mail address, you can communicate with her on a regular basis for little or no cost. If you're trying to sell a $1,000 product, which is easier to get from your prospects: a $1,000 order or their e-mail address?
With a more complicated sales procedure, it is even more important to divide it into smaller steps.
The Strength Of Your E-Mails Is Centered On Being Personal.
Run-of-the-mill advertisers have little respect for the personal nature of e-mail. They don't realize how easy it is to turn off otherwise receptive prospects to their message, just by violating that.
You need to write to the person as one person. Unless the person you're writing to is part of a group where he or she personally knows each of the other members, then the last thing you want to do is write as though you're talking to a crowd. Talk to your customer, an individual.
1. A "From" Field that Shows You're a Real Person
Consider that if speaking to an individual in the text of your message is working than think how to apply that to other areas of the email. How about your "from" field. Look at the different impressions that these "from" lines make:
Bill Kastl
William Kastl
William D. Kastl
Nakatomi Corporation
William D. Kastl, Nakatomi Corporation
Nakatomi Sales Department
Bill Kastl, Nakatomi Sales
You want to be warm and personal without looking like spam. This is a challenge because spammers are themselves always trying to make their messages look like they're from some forgotten old friend. The key is to say something that is so specific to their particular interests they know no spammer would ever come up with it.
Select a "from" field that will cement your customers to you.
2. A Provocative Subject Line
The context of your email is what will spell success or failure for your email. The subject line will work, not because of a standardized copywriters rule, but because they say something about what a targeted group of people are interested in at that moment.
If I were to show you ordinary samples of email subject lines, it would be virtually impossible for them not to sound like spam. So lets get a specific subject that you will understand: Google AdWords
When Google is NOT the Best Way to Get a Customer
Are Google Employees Spying on You?
Google's 'Don't Be Evil' and all that
Five Insidious Lies About Selling On The Web
These headlines do not assault the reader with cheesy-sounding promos, but they do hint very strongly at a story. They provoke curiosity rather than scaring people off.
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