How do you write great email marketing messages to promote an event or program? After your landing page is up, with your well-crafted sales copy, you must drive people to that page with email messages. This is the next writing task you’ll need to master if you want to successfully promote a program.
In this series of posts, we’re using our Law of Action 2.0 mentoring program as example. We sent out several email messages during the month prior to the event, most of them during the week before.
Email marketing messages are challenging. Everybody gets too much email, and each time you broadcast you get people who unsubscribe because they aren’t interested or are annoyed. But you must send out enough messages to remind people to sign up, especially at the last minute. Otherwise you’re leaving money on the table. It’s a balancing act of risking so many unsubscribe requests and so many last minute registrations.
You need your email recipients to:
- Open and read your message
- Discover something important they can benefit from
- Convince them they need to learn more about this
- Trigger their desire to click over to the sales page to read details and register
- Realize the some sort of urgency so they won’t put it off and forget to take action
The most important thing you can do is to write naturally and with sincerity. If you come across as promotional, readers’ BS antennae will get triggered. The delete finger goes into automatic action when you use hype and fluff.
One of the best ways to make sure your email messages get opened and read is to deliver a tip at the same time you deliver the marketing message.
One of the reasons we did a survey was to be able to tell people the results and to remind them of a way to learn more in our program. That way your email message delivers valuable content and promotes at the same time.
Be authentic and write in a conversational tone. Respect your readers’ time and attention. Make your emails as short as possible and to the point.
There’s no better way to learn how to write great email marketing messages except to (you’re not going to like this suggestion!) sign up for a lot of Internet marketing materials and start studying the email messages you get.
You will get a multitude of good, bad and ugly messages, all depending on who they’re coming from. One person whose email messages are well written is Adam Urbanski‘s. He writes great subject lines and speaks to people with a friendly conversational tone. Sign up for his hot marketing tips and study what he does.
I just noticed Denise, my trusty Blog Squad partner, writes about how we answered questions in a series of blog posts we did to promote our Law of Action program. You can read her post here, and also follow her series of posts about other promotion steps we did for this event.