Finding the right “Hook” for Your Email Marketing Campaign
Many websites and online businesses have resorted to sending promotional materials to people who have subscribed to them in an effort to boost their sales or traffic.
Opt-in email marketing sends newsletters, catalogues updates and many more promotional materials to website visitors who have agreed to be updated whether monthly, weekly or semi-annually.
Through e-mail, an internet user that is on the list will receive their updates through email.
If a promotional material piques their interest they will go to the site to learn more or to purchase outright. For the website operators or owners, this is a chance to remind their list of their existence and show their products.
With the abundant websites on the internet that offers the same products or services in one way or the other, the competition can get pretty tense and it is easy to be forgotten.
To find out which opt-in marketing strategies attracts the attention of a person into asking for more. Some marketers will send in a simple matter of fact fashion, others are eccentric while there are some that would just lie in between.
The differences can be noticed and some have gotten the idea of an effective opt-in marketing strategy to be effective when people can’t wait to go their site and learn more.
The more persuasive the email is the greater the chance of people reaching for his/her wallet and credit card.
Many companies and websites present their promotional materials in a wide variety of concepts.
Each has their own distinctive style and designs, but more than the outline and the presentation, the content and the articles are what keeps the attention of your potential customer locked on to your opt-in marketing medium.
Creativity is the key here.
From talking to many satisfied opt-in list subscribers and forums, I have learned of what is essential in opt-in marketing and what makes the subscribers begging for more instead of lining up to unsubscribe.
Keep your promotional materials light, creative and original. Many people are stressed out as it is.
Getting a stuffy business proposal rather than a light-hearted e-mail may just agitate them more.
A warm friendly smile or banter is always more welcome than a serious business meeting or proposal.
While you do want your customers to take you and your products and services seriously, you also want to show them that you know how to have fun.
Splash some color in your emails as well as provide some photos and articles that can be related to you but show good news or good light-hearted images as well.
Provide a newsletter or promotional materials that will keep them in a light mood. Make your materials eye-catching and grabbing that they won’t be able to take their eyes of them.
Stimulate their interests.
Have good content and articles, even if it means investing in an experienced, professional copy writer to write them for you.
An effective copy writer should be able to build trust between you and your customers.
They should be able to establish your credibility in what they write. It must be informative but not too conventional.
Let go of the professional jargons and talk to your receivers.
A good article and content should be able to outline the benefits of your product and services and why they need what you are offering. But do not look to be persistent and too persuasive.
It should be able to entertain as well as lead them to buying from you.
Your promotional materials should be clear. Don’t leave people guessing. You should lead them to you and not vice versa.
Explain to them what they need to do in a manner that won’t be confusing.
Try to anticipate also what your target client needs.
Do your research and information gathering, many sites will be able to help you with that.
Provide clear and clean images of what you are offering. If the people know what you have for them, they are more likely to ask for more.
For example, if you are selling a car, provide them photos but only enough to encourage them to go to your website for more.
Having a great hook plays two crucial roles in attracting customers: first, it gives people a compelling reason to sign up.
Second, it creates a strong impression that you have first class content when they actually read or view your free content.
In other words, it’ll increase your long-term readership and conversion rates.
So what is a good hook and how do you come up with one for your market?
What Is a Good Hook?
A good hook is one that:
- Contains genuinely useful content
- Has a high perceived value
- Its exclusive
- Solves a problem that your readers want solved
For example, a great hook for someone teaching internet marketing might be something like
“10 Unconventional Ways to Get More Customers to Your Website.”
It’s practical, it has high perceived value, its distinctive and it solves the problem of not having enough customers.
When you’re considering what kind of hook to use, it’s critical to know what other types of products are being marketed in your industry.
For example, if you’re in the diet industry, a terrible hook would be “How to Lose 10 Pounds in 30 Days” because it’s so overcooked.
Likewise, if you’re in internet marketing, a terrible hook would be something like
“How to Get Tons of Traffic.”
It’s so nonspecific that everyone’s heard it before.
Instead, make it unique because that will bring conversions. Your report needs to stand out so much that when they read the title, they instantly want to read it.
For the weight-loss example, you might give away a free report like:
“The Water Weight Report: Lose Up to 22lbs by Reducing Your Body’s Water Retention.”
In internet marketing, it might be something like:
“How I earned $22,341 in 39 Days – Here’s my Step by Step Strategy.”
How to Come Up With a Good Hook for Your Market
Keeping the above four criteria in mind, start brainstorming.
* What are common problems people in my industry experience?
* What’s unique about my story?
* What are my strengths? How can I turn that into a benefit for my customers?
* What’s something that’s under addressed in my market?
* What’s something I know that’s little known in the market?
Brainstorm as many topics as possible. Have at least twenty topics before you put your pen down.
Leave this list for a day or two, then come back and pick the strongest one.
Having a compelling hook can be the difference between a list that doesn’t get much opt-in or readership and a killer list with abundant sales and sign-ups.
Writing a good hook isn’t difficult once you understand how to make your hook stand out and really be of benefit to the reader.
How to Write Attention-Catching Titles
A great email title should jump off the page, grab a hold of your reader’s attention and almost force them into opening the email.
A poor title on the other hand will easily be scanned over and lost.
How do you write a title that grabs attention?
Here are a few tips.
Use Action and Power Words
The more lively and energized your words, the more people are going to be drawn to them.
Take the first sentence of this article for example. If it had just said “A good title should catch attention,” how much blander would it be?
Phrases like “jump off the page,” “grab a hold of” and “force them into opening” are a few examples of action words.
As you get more experience with writing copy and with writing emails, you’ll start to get more of a sense of what power words you like to use.
Being different is important so your readers don’t get bored with them, but keep all your titles dynamic and powerful.
Say Something Surprising or Shocking
A surprising title tends to do better than a predictable title.
Here are a few examples:
Example: “How to lose weight quickly”
Better: “How I Lost lbs by Eating More Cheese”
Example: Is Microsoft a Good Buy?
Better: The Only Time You’ll Lose Your Shirt on Microsoft is…
Example: How to Get a Girlfriend
Better: What Sandy (my date) Told Mary after I Left
These are just a few examples of headlines that invoke curiosity. They’re counter-intuitive and hint at an entertaining article inside.
Involve a Benefit in the Title
Someone who’s reading just the title of your email should get a good idea of what the email is about.
Copywriters often make the mistake of writing shocking or controversial titles that don’t tell the reader anything about what’s inside the email.
Sure, you might catch their attention for a second, but they probably won’t open the email because there’s no implied benefit for them.
The benefit can be directly stated, or it can be subtly hinted at. The most important thing is that someone in your target market would get the sense that their lives may improve if they read what you have to say.
Be Different Than Your Competitors
Subscribe to all your competitor’s email lists. Even if you don’t send it to your personal account, at least set up a different email account just to get your competition’s emails.
It critical at this point to set yourself apart from your competition. If you realize that you’re starting to sound like your competitors (“Make money!” “Lose weight!” etc.)
Then it’s probably time to take a new and different prospective.
Even if the product you’re ultimately selling guarantees the same benefits as your competitors, that doesn’t mean you have to sound the same.
Learn to distinguish yourself.
Learn to imply a benefit in the title.
Learn to use shock to your advantage.
Learn to use power words.
Apply these techniques and your open rates will fly.
Opt-In Page Tips for Maximum Sign-Ups
A huge opt-in page can generate opt-ins as high as 30%. However, a poor opt-in page can generate opt-in less than 10% and at times 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% Unambiguous and Clear
The instant 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 advantage it brings to the user, needs to be vociferously and proudly displayed.
Many website owners make the mistake of not clearly stating their benefit to the user. Clients 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 featured with enthusiasm.
For instance, perhaps they’ll receive a free report about something related to your topic. Or they’ll get instant access to an audio interview.
Maybe you’ll disclose a tactic that you’ve briefly described in the past.
Whatever the case, make sure clients know exactly what they’ll get the second 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.
Then work to narrow the best of the best down.
What about Traffic Generation
Frequently, 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 get an opt-in rate of 30% on affiliate traffic while getting less than 5% on Ad Words traffic.
It’s crucial that you track each traffic source separately to accurately measure your opt-in page’s results.
Otherwise a rush in one traffic source could completely skew your data.
If you really make sure users know what they’ll get by coming to your site, create a compelling “hook” product for them to get by opting in and split test meticulously, your conversion rate will keep on increasing week in and week out.
Three Kinds of Emails You Can Use Over and Over
A large number of list owners eventually run into the problem of not knowing what to write about.
Here are three kinds of emails that you can use over and over again for your email marketing campaign.
By rotating between these three kinds of emails, your business maybe profitable.
Here are three types of emails that your readers will never grow tired of.
#1 – The Question & Answer Method
This is basically when clients email you questions and you answer those questions.
Using just this one technique, dating Guru David DeAngelo built a $20 million dollar a year info marketing business. About 80% of his emails were just him answering customer questions.
If you don’t have clients emailing you questions, research internet forums related to your niche and pull a few questions.
Answer these questions in your mailing list and encourage others to ask questions as well.
As long as you’re answering pertinent questions that others want to hear the answers to, your readers will never grow tired of these emails.
#2 – The Personal Story (With a Lesson)
This is a massive way to have clients get to know you more and connect with you emotionally, while getting plenty of value out of your newsletter.
Tell them a personal story.
Make it emotional and ensure it has vigour to it. Incorporate a “moral” or a lesson appropriate to your niche or market.
For example, if you run a website about stock speculation, you might tell the story of how you lost a large sum of money in a short time.
Then, break apart what you did wrong and turn the story into a lesson.
If you ever have trouble coming up with topics, just take out a sheet of paper and start brainstorming for significant stories that have happened in your life.
#3 – The How To Method
This is an original article template. Basically, you teach your clients how to do something.
Once you’ve owned a list for a while, you’ll probably run into the problem of having talked about almost everything relevant to your niche.
If you do run into that issue, try sending a “how to” email that’s related, but not predictably directly in your niche.
For example, if you run an internet marketing website, instead of writing yet another article about how to get traffic, why not try writing an article about how to stay concentrated when working from home?
Or about how to get over your first website flop?
If you think a little bit outside the box with your how to topics, the potential is really infinite.
These are three article topics that you can use over and over again without your users getting tired of them.
They never get old, because the actual content is always different. It’s just the structure that stays the same.
If you ever run out of ideas, try using one of these three to spark your imagination.
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 email 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 emails 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 emails. Then segment out 25% of your list and split test those two different emails 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 email detailing the problem, insinuating 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 email about your product launch, they may ignore it. But if they get emails 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
These methods are all influential schemes to help you increase your response in any email product launch or campaign.
The Art of Using 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.
Email on the other hand has the benefit of a relationship and ongoing contact.
Here are a few choice tips on how to use email to sell effectively.
- Relationship First, Sales Second
Aim to first build trust and reader loyalty within you email marketing campaign. This is what will get your emails opened time after time.
Once your emails 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-rate, unique, original content that directly benefits the reader. Every time they read an email 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
Email allows you to use tactics that just don’t work with sales letters.
One of these is the Problem Solution formula.
Basically put, you send a series of emails 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 emails:
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
In the fourth email, you finally reveal your product about intelligent investing.
If you have strong readership, by the time readers get your “solution” email 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
An additional and effective way of generating sales is to use teleseminars. Use a teleseminar to demonstrate knowledge in a particular arena, and then use emails to follow-up and close the sale.
Finally, every once in a while offer a sale. Perhaps it’s your birthday sale, or a favourite day of the year sale; whatever the reason is, occasionally during the year offer a sale of 15% to 30% off.
You’ll make much more than the amount you lose on discounts.
These are just a few tactics that can help you increase your email sales. Start by building the relationship with your list; then use one of these methods to bring in a nice stream of sales.
Finding the “hook” to attract customers or clients to the products and or services you offer is the vital key to better conversions and profit for your business.
Using the tips and tactics suggested in this article will give you at the very least some points to think about and to brainstorm.
If you’re looking for more information than please click on the link below and you’ll discover everything that l have learnt from a master of marketing for your email marketing campaign.