Ask MarketingSherpa: How do I write emails that sell?
We frequently receive questions about marketing advice from our email subscribers. Instead of hiding those answers in a one-to-one email communication, we publish some of them here on the MarketingSherpa blog since they may be able to help many other readers. And if you have any questions, let us know.
Ask MarketingSherpa: Hi Daniel!
Maybe you can help me.
My position is Advertising Sales at a Print Media Magazine.
What tips can you guide me with in terms of constructing emails to get my existing clients or new clients to advertise with us?
Dear Reader: Great looking magazine!
Here’s the best advice I can give you — think about the question you just asked me. I don’t mean to sound harsh, 99% of people selling advertising would have worded it the same way.
However, think about it as a customer. Do you want someone to “get” you to advertise? No! You want value.
So take a customer-first marketing approach. What value can you provide to existing and new clients? And that goes for both those that buy from you and those that don’t. Focus your email around that. Nobody is waiting to get an email that sells them something. However, an email with value for them, now that might get a response.
That’s my top tip. In addition, this PDF transcript — Email Messaging: How overcoming 3 common errors increased clickthrough 104% — has some good advice based on our research.
And we go even deeper in this online course — MECLABS Institute Email Messaging Online Certification.
