AdWords Management – Using E-Mails
Use e-mail correctly, and your customers will stick around three times longer. It’s the most personal online medium there is. With it you can sell to your customers again and again by building trust and creating an entire business around your own unique personality.
Discussions about AdWords are not complete without talking about how to make a lasting relationship out of that costly fraction-of-a-second click. When a person clicks on your Google ad, you are charged fifty cents no matter what happens next. If that person stays on your page less than 5 seconds, he is out of there and you most likely won’t see him again without another costly click.
You are paying 50 cents for five seconds of this guys time-WOW, that works up to be $600 per hour! That way of looking at it could be depressing, but, if that individual leaves their email address, you can correspond with them on an ongoing basis for a fraction of that 50 cents, or for free. With a choice between buying your $1,000 product and giving you his email address which is more likely? You can still sell him your product later.
When your sales process is more involved, there is a greater need to divide it into more manageable steps.
The Strength Of Your E-Mails Is Centered On Being Personal.
Run-of-the-mill advertisers have little respect for the personal nature of e-mail. They don’t realize how easy it is to turn off otherwise receptive prospects to their message, just by violating that.
When you are composing your emails write as is you are talking to one person, unless you are writing to a group where each member knows the other members. Writing to a crowd when your email is addressed to individuals is that last thing you want to do. Speak to your client, an individual.
1. A “From” Field that Shows You’re a Real Person
Consider that if speaking to an individual in the text of your message is working than think how to apply that to other areas of the email. How about your “from” field. Look at the different impressions that these “from” lines make:
Bill Kastl
William Kastl
William D. Kastl
Nakatomi Corporation
William D. Kastl, Nakatomi Corporation
Nakatomi Sales Department
Bill Kastl, Nakatomi Sales
Without the “spam” look you want to be amiable and personal. Spammers aim for this look themselves, the “this is from your long lost friend” look, so the truly personal look can be a difficult thing to achieve. The ticket is to include something in the email that is so connected to their peculiar interest that spammers could never have invented it.
Choose your “from” field so that your clients can identify with you and stay with you.
2. A Provocative Subject Line
The context of your email is what will spell success or failure for your email. The subject line will work, not because of a standardized copywriters rule, but because they say something about what a targeted group of people are interested in at that moment.
If we showed you generic examples of e-mail subject lines, it would be almost impossible for them to not sound like spam. So let’s take examples from a specific context that you understand: Google AdWords
When Google is NOT the Best Way to Get a Customer
Are Google Employees Spying on You?
Google’s ‘Don’t Be Evil’ and all that
Five Insidious Lies About Selling On The Web
These headlines do not assault the reader with cheesy-sounding promos, but they do hint very strongly at a story. They provoke curiosity rather than scaring people off.
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