Marketing Email Writing

Though considered old-school by many, email has remained the preferred means of communication in many forms of marketing. The Direct Marketing Association has found that for every dollar spent on email efforts produced a return of $38 on average. Social media efforts, by contrast, produce a return of $1,17 for each dollar spent.

Just about every internet user has an email account. Many have two or more email addresses,

(personal, business or company). Email inboxes are checked every day, sometimes more than ten times a day.  For most people, the first thing in the morning task is to check email.  Compare that with social media use.

Modern internet marketing uses several types of emails.The ultimate intention of marketing emails is to generate sales. Most email marketing involves a list of [firstname]-[email] pairs. Lists can be 100.000 to several million members long. They all represent individuals who could be customers.

Though the main purpose is to sell, the general intention of your emails is to nurture your list and to maintain a relationship with members of the list.

Some of the specialized emails include:

  • Product announcements, Usually short emails (< 200 words)  broadcast to the entire list or a segment of the list, announcing a new product. Contains a brief description of the product and its benefits and a link to a selling page which actually attempts to sell the product.
  • Segmentation emails. Find people interested in a product, or offer  a special report to capture names of individuals having a special interest. This excludes people who might not be interested in some products.
  • Welcome emails, After making a purchase from your web site, or downloaded your ebook, a message advising how to best use the product or information.
  • Email Series.  After initial email and click through to a page describing a course, learning or investing program, but not making a purchase, a series of daily emails briefly describing the benefits, one at a time in each email. Sometimes it takes multiple touch points before the customer makes a purchase.
  • Cart abandonment email, sometimes a customer;s purchasing actions are interrupted by something like a phone call and the customer does not return to complete the purchase. An email with a link back to the abandoned cart will help complete the purchase if the customer so desires.
  • Information email, no call to action but simply to nurture the list by providing useful information in the email itself, an act of nurturing your list.
  • Opinion or Survey email.  Sometimes you just want to ask your list or segment thereof for opinions. Call to action is to request a reply to the email with an opinion.
  • Email Solo Ads: Short form sales letters in the form of an email. Usually for renewal of expired subscriptions of paid services, such as newsletters and hosting services, These link directly to transaction processors and display a thank-you page or email.

There can be more intentions.  Just describe what you need to accomplish with your email and I shall do my best to come up with what you believe will accomplish your purpose.

Newsletters and Sandwich Ads

The list above described stand-alone emails. Other common email communications include newsletters and space ads (aka sandwich ads since they are a paragraph or two inserted between the contents of a newsletter).

Fees for service are set on an individual basis and can be per item, or for a series, or as part of a retainer agreement.  

Please contact me for any further requests.