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Different Message Types Content Messages
A good content percentage is around 75%, or three content messages for each promotional message. This will keep the relationship and readership of your Ezine strong. Promotional Messages
First a couple tips for writing promotional e-mail messages.
Don't try to sell directly from the e-mail -- instead direct them to the sales page. Remember that you have a huge advantage by already having a relationship with the reader and relevant product/service. Respect the relationship and build up the product or service by focusing on the reasons that you know it's the solution they are looking for. Steps to Writing Any Message
Here are some tips to help you write your promotional Ezine message. • Choose the tone and character
Perhaps you want to be the teacher/expert, explain why you are just like them compared to the others, or show you're a true rebel. • Transfer ownership
Using words like "you", "your" and "yours" instead of "it", "the", or "that" help to make the product seem as if it's already theirs, or should I say, your product your own. • Write a great subject line
Similar to the headline of a sales letter, the subject line is the most important part of an e-mail message - even more important because the headline must motivate receivers to click to open the message or they will never see the rest of it. Your subject line gets your message opened or deleted. Do not:
• Yell at them • Make spamy offers or try to trick them with unrelated subject lines • Use ALL CAPS • In general do anything you wouldn't want done to you. Do:
• Ask a question - Questions get people involved and involved people pay attention. • Enter the conversation in their head.
Address the issues that they already are most likely wondering about, and do so in the most likely language that they would use. When done effectively, this makes people feel understood, which increases their likelihood to trust and buy from you. Also, it isn't just a technique because to pull it off you must actually understand the people in your niche. • Use their name.
People are far more responsive when addressed by their name, even when they are aware that you are most likely using a personalization software in your e-mail messages, just the fact that you have their name gives you some credibility. • Keep your subject title short
If your subject title is too long, only a small portion of it will likely be viewable without opening the message and since it may make little sense your message is more likely to be ignored. • Subject lines can be centered around
Urgency
Curiosity
Big announcement - relate to news
Substantial benefit • Tell them the benefits.
Use bullet points to show the key benefits of the product/service to the client. You do not need to go into extreme detail or answer every question your reader may have about the product on the e-mail. Your objective is only to get them to click on the link at the bottom of the page that takes them to the sales page, where you will have the opportunity to give them everything they need in order to be comfortable becoming a client. • Insert link
You can place the actual link in more than one place if you like, but do be aware that this practice can increase your likelihood of being labeled as a spammer. If you are using Aweber you can go ahead and add a link in your closing paragraph as well as an extra in the PS and then see how it impacts your spam rating by saving the message and then checking the number located under the "Spam?" column. They recommend staying under five, but whatever rating you are comfortable with is what you should aim for. If you want to lower the rating, then remove one of the links and check it again. • Closing
This is pretty simple, you just need to include a good closing and let them know whom the message is coming from. If you like, you can use a signature image above your typed name. • PS
Restate the primary benefit and what they need to do to get more information; maybe include a link.
• Contact info
Name, e-mail, Website, company name, physical address, and phone and/or fax should be given.
• Opt-out
Always provide a link to easily opt out of receiving more messages.
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