Offering your goods or services to consumers at an attractive price is not necessarily enough by itself to make your mass email campaigns successful. To maximize results when you send bulk email online, it’s crucial that your email copy gets your value proposition across in a way that motivates your prospects to take action. Some ideas to keep in mind when writing text of this sort are listed below.
Know your audience
While concise, punchy prose is generally preferable when it comes to getting your message across, the tone of your message should depend, to a large degree, on who you are selling to. If you are selling luxury watches, for instance, you would want to describe the merchandise in terms that reflect luxury, style, and status.
If you are marketing video games to a mainly young male audience, on the other hand, a more aggressive tone might be called for, one that emphasizes action, winning, and excitement. If you were marketing luxury resort time shares, to use another example, you might want to contrast the pleasure of getting away from it all and relaxing in comfort by the beach with the struggle of the day to day grind in order to present your offer in the best light.
Don’t oversell
Whatever audience you’re targeting, be careful to stay on the right side of the fine line between motivating prospects to purchase your products or services and alienating them. Again, your tone should vary depending on your audience, but an excessively strident approach can seem desperate no matter what type of product you are selling. For instance, using terms such as “buy while supplies last,” “get yours now,” and the like can be effective, but if every other sentence in your text is an exhortation to buy something you are likely overdoing it.
Don’t talk down to your audience
Implying to your prospects that they are helpless without your products or guidance is another way to alienate them. Strive for a tone that is authoritative and friendly without seeming arrogant. Be informational in the way that a friend concerned for their well-being might be, without being overly informal.
Keep it punchy
This refers to the length of your text as well as the language. Generally speaking it shouldn’t take more than a page to get across the main thrust of your message and provide a call to action. If your messaging requires more space break it up by providing click-through links to landing pages where your prospects can go for a more detailed explanation. Email auto responder messages should be particularly concise given that they generally follow more lengthy original missives.