Email marketing is one of the most effective ways to keep people aware of—and buying—your products and services. According to the Direct Marketing Association, “66 percent of consumers have made a purchase online as a direct result of an email marketing message.”
There’s more to email marketing than can be covered in one article, but I want to share two critical “psychological factors” that can help get you better returns on your efforts.
The first is knowing the four key questions you must address in every email you write. Digital Marketer calls these The Four “Magic” Email Copywriting Questions.
1. Why should a consumer buy your product or service now? Reasons can include:
- It’s new and never offered before.
- It’s being offered for a limited time.
- It’s on sale.
2. Who cares about your offer?
- You need to know (or have a pretty solid idea about) who would be most affected, either positively or negatively, by purchasing or not purchasing what you’re offering.
3. Why should they care?
- What is your client’s life experience both before and after they use your product or service?
4. How can you prove that your product/service will benefit them? This can be done with:
- Case Studies
- News Stories
- Third-Party References
If you’re not addressing all of these issues in your emails, chances are you’re not getting much traction with your readers. They may need what you offer more than they realize, but you haven’t proven that to them.
This leads to the second factor, which is to learn the four main reasons why people buy anything and also address these in your emails:
- For personal gain or profit
- Because of compelling logic and research
- Due to social proof such as case studies and testimonials noted above
- To avoid fear of loss or missing out on something they need
It might seem like a lot of work, and it can be, but here’s some motivation from Salesforce Marketing Cloud: “For every $1 spent on email marketing, the average return on investment is $44.25.”
While many people think of email marketing as writing one basic message and sending it to everyone on their list, that’s a recipe for failure. Successful and profitable email marketing requires that you understand the messages that consumers must receive and tailor your emails accordingly so prospects will ultimately buy what you’re offering.
Lisa Tynan is the owner of Benchmark Writing Solutions. She is a certified Email Marketing Specialist through Digital Marketer and a certified Virtual Assistant through Expert VA Training. Lisa creates targeted emails, blogs, newsletters, sales pages and more that increase customer engagement and improve market reach for B2B organizations. To learn more about Lisa’s writing services, contact her via email at email@example.com.