3 Email Marketing Tips from Winton Churchill

Winton Churchill has a new book out titled "Email Marketing for Complex Sales Cycles."  The book is full of detailed, proven advice for improving your email communications. 

As part of his "blog book tour", I've invited Winton to share a Guest Post with us today.  Here are 3 Email Marketing Tips: 

Am I pretty? Can you see me?

In email marketing it is the simple, small changes you make that can mean the difference between success and failure. It is important to balance your design and copy capability with your technology. Fundamentals are more important than pretty when it comes to response.

Try these 3 tips and watch your results improve:

Tip # 1--Don't send pretty “html” e-mails. As your best prospects crank up the voltage on their spam filters, your pretty graphics continue to increase the odds your mail will go straight to the electronic garbage dump. Although the graphics look great when you put them into your mailing program, you have to realize that as much as 50% to 70% of those messages will not reach their intended recipient because of those pretty graphics. Let your web page provide the eye candy and send your e-mail in plain text.

Tip # 2--Personalize your messages with first name whenever possible. Especially if you are trying to form a relationship, it helps warm up the response to the e-mail. The recipient probably knows it's not a personalized e-mail, but measuring the response to personalization will convince you that it makes a difference. It’s one of those things that may not sound logical but the results you get will make you a believer.

Tip #3--Check your pronouns. After you've written your e-mail, print it out. Then circle all the times you use the pronoun “I, we and our” with a red pen or pencil. Now in a different color, circle all the instances of “you and your.” The less red you see on the paper, the better your response. Smart copywriters know that “I, we and our” almost never sell or build a new relationship. When you're forming a relationship with a prospective client or customer you want to use more “you and your” words in your copy. It's important to identify with your prospects problems, pains, and issues. That is very difficult to do, when you are talking about yourself. Email Marketing & Sales Lead Generation Expert Winton Churchill improves the efficiency and effectiveness of sales and marketing efforts for thousands of businesses.

Now, if your company wrestles with complex sales cycles and if you want to increase sales with more effective lead generation programs then GET YOUR FR-EE SNEAK PREVIEW of his new book: "Email Marketing for Complex Sales Cycles" at: http://www.churchillmethod.com/chapter.html

For more information, visit www.churchillmethod.com OR for a wealth of fr.e-e gifts available to you with purchase of the book, visit www.churchillmethod.com/bookbonus for full details.

Comments

[Winton Churchill]

Hi Scott,

Thanks for your kind words!

Really appreciate your site and enjoy your radio show...especially the open line Friday...just listened to the playback!

Winton