Tips on How to Use Email to Sell.
Selling by email is different from selling on a sales page. Sales letters have to work under the impression that they have just one shot to make a sale and have to hammer in all the benefits and go for an instant close. On the other hand has the benefit of a relationship and ongoing contact.
Here are a few choice tips on how to use e-mail to sell effectively.
Relationship First, Sales Second
Aim to first build trust and reader loyalty. This is what will get your e-mails opened time after time. Once your e-mails are getting opened and you have your reader’s trust, then you can safely make sale after sale without alienating your list.
If you sell too much without first building trust, readers are more likely to tune out than buy.
So how do you build this trust?
Provide first class, unique, original content that directly benefits the reader. Every time they read an e-mail from you or buy a product from you, they should be better off. Do this consistently and readers will start to believe in you and your products.
Using Multiple-Email Sales Techniques
As mentioned earlier, e-mail allows you to use tactics that just don’t work with sales letters.
Once of these is the Problem Solution formula.
Simply put, you send a series of e-mails about just the problem without offering a solution (yet). You can provide a lot of value by just explaining the problem. Then you finally offer an innovative and powerful solution.
For example, say you run an investment newsletter. You might send this series of e-mails:
1) Why most people can’t beat the stock market index
2) Why most people choose poor money managers
3) Why most people can’t retire by 60 even if they manage their investments right
Then, in the fourth e-mail, you finally reveal your product about smart investing.
If you have strong readership, by the time readers get your “solution” e-mail they’ll be dying to get their hands on the product. Build up the problem while providing value, then provide the solution when they’re already ready to buy.
Other Email Sales Tactics
Another effective way of generating sales is to use teleseminars. Use a teleseminar to demonstrate knowledge in a particular arena, and then use e-mails to follow-up and close the sale.
Finally, every once in a while offer a sale. Perhaps it’s your birthday sale, or a favorite day of the year sale; whatever the reason is, just a few times a year offer a sale of 15% to 30% off. You’ll make much more than the amount you lose on discounts.
Opt-In Page Tips for Maximum Sign-Ups
A great opt-in page can generate opt-ins as high as 30% of the time. However, a poor opt-in page can generate opt-ins less than 10% of the time – sometimes even no opt-ins at all.
What makes a good opt-in page?
How can you ensure that people will opt in when they come to your page? Here are a few tips.
Make the Benefit 100% Clear
The split second someone lands on your page, they should know what’s there for them.
If your site is going to cure them of acne, they need to know that right away. If it’s going to improve their dating lives, say so in big bold text.
Whatever your site is designed to do, whatever benefit it brings to the user, needs to be loudly and proudly displayed.
Many web owners make the mistake of not clearly stating their benefit to the user. Users sometimes have to read the body text before knowing what’s in it for them. Instead, the main benefit should always be in the headline or the main picture above the fold.
What They’ll Get for the Opt-In
What will they get when they opt in?
This needs to be detailed with enthusiasm in the body text.
For example, perhaps they’ll receive a free report about something related to your topic. Or they’ll get instant access to an audio interview. Perhaps you’ll reveal a tactic that you’ve briefly described in the past.
Whatever the case, make sure users know exactly what they’ll get the moment they type in their email.
Test, Test, Test
Test a wide array of different layouts and sales pitches for your opt-in page.
Start by testing very different websites. Completely different landing pages. Find the one that works the best out of several very different looks and angles.
A Word about Traffic
Often times the conversion rate you get on the opt-in page is more a result of your traffic source than the opt-in page. For example, you may very well get an opt-in rate of 30% on affiliate traffic while getting less than 5% on AdWords traffic.
It’s crucial that you track each traffic source separately to accurately measure your opt-in page’s results. Otherwise a surge in one traffic source could completely skew your data.
Tips for Successful Email Campaigns and Product Launches
If you’re launching a new product or going for a special sales push, there are a few things you can do that’ll virtually guarantee a higher response rate. These things include split testing e-mail headlines, amping up excitement before the launch and taking advantage of the “crowd effect.”
Here’s more about each of these tips.
Email Split Testing
Most modern list management software will allow you to split test headlines. Furthermore, you can segment out your list and send e-mails to only a portion of your list.
If you’re doing a big, important product launch, it can often pay to do something like this:
Create two different headlines, or even completely different e-mails. Then segment out 25% of your list and split test those two different e-mails to just that 25% of your list.
Once you have the results from that initial test, send the winner out to the remaining 75% of your list.
Naturally, you should also be split testing landing pages and other factors throughout your campaign.
The Tease One Time Offer Formula
One proven formula for successful product launches involves really getting the excitement level about the new product up, then creating a very limited supply.
For example, you might briefly mention on your blog that something big is coming up. You might then write an e-mail detailing the problem, hinting that there’s a solution coming up without telling your readers what it is.
Then, you do an interview with another well-known person in your industry, again talking about the problem and how amazing it would be if it were solved. You excitedly tell the audience about your new product that’s soon coming out.
You just keep building up the excitement and mystery, releasing just a little bit of new information with every post.
Finally, when you release the product, there will already be a ton of excitement around it. If you combine this with a One Time Offer to create scarcity, your conversion rate will go through the roof.
Take Advantage of the Crowd Effect
The crowd effect simply states that people are more likely to do something when others are doing it. In other words, if a person knows that a lot of other people are rushing to buy a product, they’re more likely to want to buy as well.
How can you take advantage of this?
First of all, creating an active blog, chat room or message board where people can talk about your product or post that they just bought is a great first step.
Recruiting affiliates in your space is another great way. If someone gets one e-mail about your product launch, they may ignore it. But if they get e-mails for five different people, especially people they trust, then they’ll definitely have to check it out.
Contests are another great way. For example, ask everyone to post a video about why they love the new product. The winner gets all your products, video and audio, loaded on a free iPad. You’ll get a great surge of responses, creating the impression that you have many buyers.
These are just guidelines and examples. Come up with your own specific ways of creating the sense that a lot of people are rushing to buy.
These three things: scientific split testing, the tease and scarcity tactic and the crowd effect are all-powerful methods to help increase your response in any e-mail product launch or campaign.