email marketing

Sell Through Email and Write Emails That Get Read

email marketing

How to Sell Through Email

Building a mailing list is a fantastic way to make your audience feel as though they are on-board with your message and to gain more trust and more authority within your niche. But while building relationships with your fans or customers is important, what’s also highly important is that you make a profit in the short term! Most of us can’t afford to wait months or years until we start selling and so sooner or later, you will need to try promoting something that people will want to buy.

See also: pre-written drip campaign

The way you go about this is different for emails though as compared with other forms of marketing.

Read on and discover how to best go about selling through email marketing and making as many conversions as possible!

The Structure

A good structure that you can use in order to hype and then sell a product over a series of messages is referred to as AIDA. This stands for:

  • Awareness
  • Interest
  • Desire
  • Action

The key thing to recognize is that when you first contact your new subscribers, they will have no awareness of your products or services and no reason to be interested. You need to start here then before you try and get them to really want whatever it is that you’re selling. This allows you to focus on providing value and building that trust initially, while simply mentioning your product in a very subtle way.

This is the same strategy that many film studios will use when they release ‘teaser trailers’. We often don’t see enough to be excited by the film yet, but we’ve seen just enough to be aware that it exists.

Interest comes through repeated mention and desire then comes when you start to describe the way in which your product can make your audience’s lives better. It’s when you start describing what it is like to hold your product or to use it and how it will inherently raise the status of the people using it.

The best thing about this stage is that the readers now have to wait until your next message before they can buy. Waiting is a great way to build more anticipation because we always want what we can’t have!
Finally, the action email will be the one where you ‘seal the deal’. This is where you will close and get the audience to act as quickly as possible by clicking and buying. Make sure to incentivize a raid decision, whether with a limited discount or limited stock!

How to Write Emails That Will Get Read

Want to write the perfect email for your list?

There is no such thing of course, and the ideal message is going to vary from person to person and brand to brand. That said though, there are certainly some ‘best practices’ to keep in mind when you are coming up with your emails and that can help you to get a better response. Let’s take a look at some of them…

Write a Story

I once heard the expression that ‘storytelling is SEO for the human mind’. This is incredibly true and the fact is that the human psyche loves stories. We have evolved over thousands of years with a culture of storytelling and we find it very engaging and very persuasive.

So instead of writing about how X technique is highly effective generally, instead frame this discussion as your own personal account. How has it helped you? Or how has it helped someone you know? How did you feel during that process? Set the scene and get people engaged – this is far less dry than simply talking in facts and figures.

Be Personal

It’s important that the tone of your messages match the tone and the nature of your business. However, it should also match the medium – which in this case is the email of course.

Emails are inherently more personal and less formal than other forms of marketing because they’re being read in a personal inbox. At the same time, by writing a more personal message (using the recipient’s name, making sure to use a regular letter structure), you’ll be more likely to reach the primary inbox and therefore to actually get read!

Try not to put any distance between yourself and your audience; make them feel as though you are speaking with them directly.

Provide Value

The objective of any good email should be to provide value. That might be in the form of a tip, or it might mean that you are providing entertainment. Either way, you need to make sure that your audience feel glad that they took the time to open your message and read it. That way, they’ll be more likely to do the same again next time!

As well as providing value though, you should also seek to make sure you are providing value in the shortest space of time. In other words, your messages should be efficient and to the point – you don’t want to take up your audience’s time!