“Nothing happens until something gets sold”
…and in this case, nothing happens until someone opens your email first.
You could have the most mind blowing content on the planet, the most entertaining story to share or rock star results as social proof, but if your headline doesn’t speak to your target audience it’s ending up in the trash or even the spam folder resulting in a most likely big fat unsubscribe.
None of this is good for you, your business or the people you are truly wanting to help by solving your subscribers problems.
So it’s safe to say that you agree with me when it comes to taking some time and thinking in regards to your email headline?
Now that we’ve established that, there are four types of email’s we can deploy into our email marketing.
In this day and age, the average adult receives approximately 147 emails PER DAY.
This results in approximately 13 hours spent per week managing it.
How do we cut through the noise of our competitors and make our email the one our subscribers want to open?
There are four categories that I would like us to focus on:
1. BLIND OR CURIOSITY
2. DIRECT OR BENEFIT
3. URGENCY OR SCARCITY
4. PROOF/RESULTS OR CREDIBILITY
Psychologically, as human beings we all respond to things in different ways.
When it comes to your valued subscribers, don’t assume that they all see, think, feel, hear, touch and taste things in the same way.
They simply don’t.
People don’t hear what you say, they hear their interpretation of it.
Therefore it is our aim to cater to as many people within our list as possible in order to meet their needs to give them the ultimate experience.
I believe this is one of the biggest mistakes that us as email marketers can make.
A long time ago I made it myself.
We simply don’t know what we don’t know.
There are three elements to email marketing:
1.Email Subject Line
3.Capture Page (or content page)
These three elements MUST be congruent from the subject line right through to the capture page. (Moving forward we will use capture page in our discussion)
If one aspect of this is out of sync and unrelated to what you have shared with your subscriber you will most likely loose them.
Let’s look at the four categories in terms of email subject lines:
The objective of your email subject line is to sell the open.
BLIND OR CURIOSITY
The intent of this type of email is to entice the subscriber’s curiosity so they cannot resist and must open the email immediately.
The direct benefit is not clearly stated, resulting in a mysterious nature that curious minds will want to find out more about.
Million Dollar success habits (question inside)
What she did changed everything
Mom, when will we see Dad in the sun?
Big news 🙂
13,444 eye balls?
We are going to take you inside
66% of people are doing this
This one simple decision
[Open Now] Quirky NEW video reveals ALL
DIRECT OR BENEFIT
A direct email is exactly how it sounds, direct.
There is a problem.
There is a solution.
There is a highlighted benefit.
The aim here is to use logical sense to show your subscriber that their problem can be solved with great benefits attached.
Use these nine diverse types of lead magnet’s
How to hack into your awesomeness
Capture Pages Versus Content Pages, which converts better & why?
The Kalatu Skeleton & what it can do for you
Book review: Three Feet From Gold
LIVE: Skeleton of Kalatu: The biggest for profit blogging platform explained
VIDEO: Why a habit needs to become a lifestyle
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5 Business Blog Money Making Boosters
Free 21 day blogging challenge registration
URGENCY OR SCARCITY
Your subscriber must take action now or they might miss out.
If they don’t make a decision within a certain time frame the offer is off the table.
Last chance to register for free
Time Sensitive offer inside
Final Notice (Just Hours Left)
You’re going to miss out!
This is your last chance
The clock is ticking down
PROOF/RESULTS OR CREDIBILITY
These types of emails leverage proven results to show what’s possible for your subscriber when they take action and do whatever it is you are wanting them to do.
You are seen as an expert in your chosen niche and are building authority.
How I Leveraged My Blog To Attract 10o0 Visitors A Day
From near death to $12,000/mth (see how he did it)
Let Me Show You How I Rank On The First Page Of Google
SHOCKING: Million Dollars Earned By An Ex Concrete Worker
From Bankruptcy To $100K In 12 Months
Generally speaking there are two types of subscribers:
1. There are those that are excited and big fans of yours.
2. There are those that like you but really just want to know “what’s in it for me?”
So we’ve talked about the four categories in terms of email subject lines but we can also look at these in regards to the email copy.
The objective of your email copy is to sell the click.
The same four categories apply.
What I’d like to point out here is that the blind or curiosity emails won’t have as high of a conversion rate on the capture page end as being vague about a subject tends to lose some people once they understand what it is your sharing.
Your click through rate might be high but expect the conversion rate to be lower.
Again, congruency is the key.
Quick tip: Be sure to add more than one link inside your email copy.
Preferably 3-4 or even 5 if it seems right.
I’m not suggesting to overload your email with links however you want to give your subscriber every chance to click the link.
This is where you can deploy the four categories inside your email copy within your links.
Let me explain.
Remember when we chatted about how each human being responds to things differently?
Same applies when a link is in front of them giving them the option to click or not click.
If we attempt to have varying types of links within our email copy we can cater to all types of people enticing them to respond and want to click.
So your goal is to use some sort of combination of either a:
Blind or Curiosity link
Direct or Benefit link
Urgency or Scarcity link
Proof/Results or Credibility link.
EXAMPLE: In the example below I am using a combination of both Blind Or Curiosity & Direct Or Benefit Links labelled by:
>>>> DIRECT OR BENEFIT LINK
>>>>BLIND OR CURIOSITY LINK
Subject Line: “If I died today, what would I regret not being able to do?”
“Are those the things I’m spending my time doing right now?”
Be brave enough to ask yourself these two questions.
If the second answer is no, that’s ok
You want to know why?
Because you have the power to change
it by clicking HERE >>>> DIRECT OR BENEFIT LINK
Do you know what the #1 regret is of
people in their final days of living?
Click the link below and watch your
Maverix Lifestyles Rogue Hang Out replay >>>>BLIND OR CURIOSITY LINK
and find out:
http://maverixlifestyles.com/theroguehangout/ >>>>BLIND OR CURIOSITY LINK
When you make a decision to walk down the path of awesome,
don’t walk down this road as
if you’ve never been awesome before.
Stop reinventing the wheel!
Something came naturally to you.
You succeeded in something in the past or maybe even right now.
There was something that just worked!
What is it?
And how can you hack into this familiar awesomeness
that leads you sprinting down the path to awesome….
Not living a life where you come to your final days
knowing that you lived a life full of regrets
Hack into it right here:
http://maverixlifestyles.com/theroguehangout/ >>>> DIRECT OR BENEFIT LINK
John Paul Argentino & Alesha Drew
The Rogue’s Of The Pack
MENTAL CLICK TRIGGERS
You can also implement mental click triggers into your email copy.
Take it AWAY:
If you don’t want to make money from home don’t click on this link (LINK)
Relate your PROOF to your PRODUCTS and SERVICES:
The Kalatu Viral Blogging System has generated up to 13,444 eye balls on my blog in a single week. See it HERE (LINK)
Pose a question that they will be inclined to say ‘YES’ to:
Do you want to build a business online from home? (LINK)
Show them what they will GAIN:
When you watch this video, you will learn how to generate an income from home: (LINK)
Share yourself to gain TRUST:
In this story, Alesha shares what happened that made her make a decision to change her life: (LINK)
Ask a BENEFIT driven question:
How do you get started building your own dreams instead of someone else’s? Click HERE (LINK) to find out
Now let’s chat about the capture page.
The email subject line did it’s job and was opened by your subscriber
The email copy did it’s job and was clicked by your subscriber
The aim of the capture page is to sell the opt in or the sale.
The fact that your subscriber has gotten this far will not guarantee that they choose to take the next step.
Again, the main aspect I want to focus on, which seems to be a reocurring theme here is congruency.
The elements of a capture page:
Hook: Needs to be congruent to the email copy and the email subject line
Lead Magnet: Needs to be congruent to the email copy and the email subject line
Call To Action: Needs to be congruent to the email copy and the email subject line
This may all seem like common sense but you would be surprised at how often you see in congruent marketing when you really pay attention to it.
Learn more about the Nine Types Of Diverse Lead Magnet’s you can offer your subscribers HERE
Once you start implementing these different psychology aspects into your email marketing, watch your stats over time and see what converts and what doesn’t.
Open rate (OR)
Click through rate (CTR)
Conversions rate (CR)
So, all of this is hunky dory but there is another couple of huge determining factors that can make or break your email marketing:
Email deliverability boils down to one thing: ENGAGEMENT
Most email providers are looking at something called your engagement score which ultimately determines whether your email will go to your subscribers inbox or spam folder.
This engagement score is measured by four crucial metrics:
1.Email Open Rate
2. Lateral Scroll Rate
3. Hard and Soft Bounce Rate
4. Unsubscribe and Complaint Rate
Email Open Rate: The more emails your subscribers open, the higher your engagement score.
Lateral Scroll Rate: The further down your subscriber scrolls through your email, this indicates that they are reading it, the higher your engagement score.
Hard and Soft Bounce Rate: Hard Bounce is when an email does not exist. A soft bounce is when they email inbox is full. The fewer of these bounces you get the higher your engagement score.
Unsubscribe and Complaint Rate: The fewer unsubscribes, subscribers hitting the spam button and complaining, the higher your engagement score.
Your probably asking yourself “Well, where is the biggest metric of all? What about clicks?”
Surprisingly clicks do not count in your engagement score.
This is considered a breech of privacy by the big email providers to include this metric in the engagement score.
AVOIDING THE TRASH
49% of people check their email on their smart phones first thing in the morning.
This is almost half of people checking emails as soon as they wake up.
What does this mean for us as email marketers?
Think about it, do you think these people are planning to read, engage and respond to these emails?
The mind set here is to trash what they don’t think they need before they start their day.
You most certainly don’t want to be a part of this morning ritual.
So to avoid your emails constantly ending up in the trash it is a good idea to send your emails at lunch time or early afternoon according to the time zone.
Once again, you will need to keep an eye on your stats and test what works and what doesn’t, tweaking accordingly.
Well, that’s it for now, let’s hear your feedback in the comments below and what epic email marketing stuff works for you!