How to Use Email to Increase Your Profits
Written by Eugenijus Sakalauskas
What You Must Know to Get Your Email Delivered
1. What opt-in email is
The most important distinction between spam and legitimate email marketing is that opt-in email is sent to
people who have given you permission to contact them. They've opted in by ticking
a box that says, "Yes, please send me regular updates about your products." This is why opt-in email is
sometimes referred to as "permission-based" email marketing.
Opt-in email is a legitimate way to build on existing relationships with customers, newsletter subscribers,
affiliates, business contacts, and sales leads.
It's inexpensive, easily trackable, and extremely effective. And the reason it's so effective is that you are only
sending your messages to people you have a relationship with. Whether it's your customers or your
newsletter subscribers, the people on your opt-in list should be there only if they actually want to be there.
If someone hasn't directly requested information from your company, signed up through an opt-in form, or
purchased your products, they should not be on your opt-in list.
Opt-in email marketing is also effective because it is sent to well-defined groups of people who share a
common interest or trait.
Shouldn't you instead focus on sending relevant information to people who are interested in your products
and services -- people who have effectively said, "Yes, please send me emails!"?
That's opt-in email. There are three kinds of opt in: single, notified, and confirmed. The next step will help you
determine which is best for you
2. The three types of opt-in
Single opt-in means that a visitor has given you their email address and given you permission to send them
newsletters, special offers, etc. Single opt-in was the way EVERYONE did email marketing up until a few
Notified opt-in involves one extra step -- when someone enters their name and email address at your site,
you send them a notification email, telling them that they have been added to your list -- and giving them the
option to unsubscribe if they do not actually wish to receive email from you.
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This is more popular now because it gives the sender an extra level of consent.
Confirmed opt-in takes it one step further. The process
occurs in three steps:
a) A visitor arrives at your site and enters their name and email address to join your opt-in list.
b) That visitor is then sent an email asking them to confirm their request by clicking on a link within the
message, or by replying to the confirmation email.
c) Only once they click on the link or reply to the message is their email address added to your opt-in list.
Whether you are considering single opt-in, notified opt-in, or confirmed opt-in, you'll want to pay close
attention to each of the following sections.
Pros and cons of all three models:
Single Opt-in Easier customer sign-up
30% faster list growth
Notified Opt-in Easier customer sign-up
Lower potential for abuse
Confirmed Opt-in Less chance of spam accusations
Lower potential for abuse
Increase in advertising value
More responsive list
Single Opt-in Increased likelihood of spam complaints
Potential for sign-up abuse from competitors
Less responsive list
Notified Opt-in Moderate potential for spam complaints
Confirmed Opt-in Slower list growth
Lost subscribers due to missed confirmations
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People are busy and forgetful. They register spam complaints when they receive email they don't think they
should be getting.None of the above opt-in models is foolproof, as you can see from the table. But one of
them is probably the most appropriate for your business. It's up to you to decide which.
3. Ten basic email rules you must follow
So now you know how important it is NOT to spam, or even appear to be spamming, your email list. With all
this in mind, here is a basic list of simple steps you absolutely must take to avoid being accused of
a. Keep records of how and when people are added to your list
You need to record the date, time, referring IP address, and referring web page for each sign-up, as well as
the first name, last name, and email address.
b. Track requests to opt out, and remove people who opt out of your list immediately
Again, good record-keeping is the best way to keep yourself safe. And "remove" requests always need to be
taken seriously. In fact, in order to comply with the CAN-SPAM Act, they must be removed within 10 days so
ideally you should implement remove requests every day or every couple of days, as well as right before
This is just good business sense, and it will also increase your opt-in rate, since people will feel more
comfortable sharing their personal information if they are confident it won't be abused.
d. Investigate third-party service providers before signing any contracts for email services
Remember that in the world of email promotions, you are judged by the company you keep. If you are dealing
with less-than-honest service providers, you could be the one who ends up in hot water. These providers
could include list brokers, web-based email service providers, and deliverability service providers.
e. Be careful when using rental lists
Always ask to see the form that is used to collect email addresses for a rental list so you can make sure that
the people on that list will actually be interested in what you have to offer them... and that they did actually
give permission to the list broker to sell or rent their address. f. Use a real return email address with enough
storage space to receive your bounce backs and opt-outs
If you're using a free email service, make sure you have plenty of room in your account before you send a
g. Provide easy instructions on how to unsubscribe from your list
If you don't do this, your message will be flagged as spam, plain and simple
h. Provide a valid physical postal address of the sender
Your promotional emails must include a valid street address, not a P.O. Box or mail drop.
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i. Use a consistent "from" address
The "from" line must be valid and accurate -- not misleading or false. For example, you can use the name of
your business, or your own name if it's very identifiable with your business.
j. Use an authentic, non-misleading subject line
The subject line must also be valid, and not misleading. In other words, if you say that there's an offer for a
10% discount inside the email -- make sure that that's true
By following these 10 rules you should improve your delivery rates and avoid accusations of spamming. In
the next sections we'll show you some advanced strategies that require some time and effort, but that put you
in line with what the major senders are doing.
4. Final thoughts
Opt-in email marketing is inexpensive, easily trackable, and extremely effective. And the reason it's so
effective people -- your customers and newsletter subscribers who have a relationship with you and actually
want to hear from you
These basic steps will pump up your delivery rates:
Ensure your list contains only your own customers and subscribers.
Include clearly worded instructions for how your subscribers can have their address removed from your list.
Process removal requests promptly -- at least before each and every mailing.
Ensure that the content of your emails is always RELEVANT to your recipients.
Check your content for "trigger" words before each mailing.
Utilize the free postmaster services and delivery advice offered by the big email service providers.
Make the most of authentication, reputation, and accreditation.
Use an effective test list.
Clean your opt-in list and tread lightly, and your email promotions should be recognized for what they are...
responsible opt-in email promotions, not spam.
Your Action Plan:
Analyze the pros and cons of single, confirmed, and notified opt-in, and decide which makes the most sense
for you.Read the whitelisting guidelines and/or postmaster resources for AOL, Yahoo, Hotmail, and Gmail.
Prepare an email that instructs new subscribers how to add you to their personal whitelist. (If you already
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have a mailing list, send these instructions to your current subscribers.)
Create accounts with Hotmail, Yahoo, Gmail, and AOL to use for your test list.Collect Contacts, Send
Messages, and Manage Campaigns
5. Automate your email marketing chores
It's true that email marketing is one of the most powerful and inexpensive ways for online businesses to
market their products and services. However, if you don't take steps to automate as many aspects of your
email marketing as you possibly
can, you'll soon discover that the day-to-day chores associated with email will start taking over!
Chores like managing your subscribe and unsubscribe requests and removing duplicate addresses from your
list can grow into massive headaches if you don't set up an automated system early on to deal with them.
And worse, if you don't have a system that allows you to manage your list carefully, you could actually open
yourself up to unwarranted spam accusations!
6. Manage your subscribe and unsubscribe requests
First of all, one of the most important things you can do to minimize your headaches -- and maximize your
profits -- is to stay on top of your subscribe and unsubscribe requests. This is one of the fundamentals of
keeping your e-business running smoothly, but it can turn into a real headache once your list starts growing...
if you haven't set up an automated system.
The good news is that there are some really easy-to-use email automation services out there that have been
set up specifically to deal with managing subscriptions to your opt-in list and other email chores.
a. Managing subscribe requests
Keeping on top of your subscribe requests is a critical process that helps ensure that each and every mailing
you send is optimized to guarantee maximum profits.
You see, if someone takes the time to give you their email address, then it's reasonable to assume that this
person is interested in your product or service. If you don't take the time to add their address to your list in
time for your next mailing, you're losing money -- guaranteed!
Luckily, whatever email service provider you choose, you can automate the job of adding new subscribers to
your list and make it very easy to check for duplicate subscribers. So adding new subscribers to your opt-in
list is literally "hands-free."
b. Managing unsubscribe requests
Managing unsubscribe requests is probably the most important part of list management.People who aren't
promptly removed from your list after making an unsubscribe request will accuse you of spamming them (and
rightly so), and you can find yourself in some serious trouble with your Internet Service Provider (ISP). And
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Act legally requires you to remove the person from your list within 10 business days of receiving their
unsubscribe request.Fortunately, it's easy to avoid these issues by simply deleting the email addresses of
those people who ask to be unsubscribed. This ensures you won't be spamming people with information that
they have specifically asked you NOT to send them, and it also helps to prevent trouble with ISPs and
Let's take a look at a couple of ways you can manage your unsubscribe requests:
c.Managing unsubscribes automatically
What is the best way to manage unsubscribes? The simplest and most reliable way is to use an email service
provider , which can automatically delete people from your list when they ask to be removed.
You'll need to make sure that you promptly remove everyone who asks to be removed, even if they haven't
made their unsubscribe requests according to your instructions.
d. Managing unsubscribes manually
If you don't automate your unsubscribes you have a few different options, although they all involve
significantly more work on your part, and are much less reliable than having a program that takes care of it for
you automatically.Probably the most common way for people without automation software to take care of
unsubscribes is to instruct people to reply to their messages with the word "Remove" in the subject line.
You need to put this text at the end of EVERY email you send -- including promotions, newsletters, and
autoresponders. A typical example of this method looks like this:
Your email text here, your email text here,
your email text here.
You are receiving this message because you
subscribed to our newsletter at
www.[YourURL].com. If you do not wish to
receive mail from us in the future, simply
reply to this message with the word "Remove"
in the subject line.
You can then scan the subject lines of your incoming mail for the word "Remove" and delete those
addresses from your opt-in list.
e. When to look after your subscribe and unsubscribe requests
This depends on how much email you are sending out. If the ONLY mailing you EVER send is your monthly
newsletter, then you only need to do this job once a month, right before you send your newsletter.
As your list grows, you'll be amazed by how much time you are spending taking care of this mundane job.
That's why it is so important to get an automated system working for you right from the very beginning, so
you're free to work on growing your business instead of messing around with basic chores.
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7. How to create your first targeted campaign
The simplest way you can market to different segments of your opt-in list is by targeting them based on
whether they are: (a) existing customers; or (b) subscribers who have opted in to receive your free
newsletter, eBook, etc. With your customers you might focus on selling an upgrade to a product they already
own. And because you've already earned their trust through a previous sale, this promotion should do quite
Of course, you'll need to approach your subscribers -- those people who haven't made a purchase from you
yet -- from a slightly different angle. You'll need to spend a bit more time establishing your credibility and the
value of the offer.
Think about ways you could establish credibility with your subscribers and nudge them to make their first
purchase from you.
Maybe you could offer them a first-time buyer's discount, or a free trial.
You should be keeping track automatically of whether the people on your opt-in list have purchased from you
(you can ask your ESP or payment processor for help with this). But if you haven't been, you can simply take
your customer list (compiled from your payment system) and remove all those addresses from your main
opt-in list. Anyone left on the main list has never made a purchase.
8. More ideas for targeted emails
While customers versus subscribers is the easiest way to segment your list, there are many more
sophisticated ways to target your customers and subscribers that can produce really dramatic results.
For example, you could:
Target your best customers
Target those who have made the most purchases from you -- with a special "Thank-You" promotion.
Target customers who haven't made a purchase in a long time
Give these people an offer to win back their business.
Target subscribers who have been on your list a long time
You can target long-time subscribers with a chance to "upgrade their subscription" to a paid product.
Target customers or subscribers who share a specific interest
If you sell wet suits for example, you probably have some people on your list who are interested in surfing,
and some who are interested in scuba diving.
Now, you'll notice that some of these strategies require that you know a bit more about the people on your
opt-in list than just whether they are customers or subscribers. In most cases, it's information you should be
keeping track of anyway -- like what products they've bought or how long it's been since they made a
9. How to create your first personalized campaign
If you've simply been collecting people's names when they opt in to your list, then you've already got a very
powerful piece of information. Personalizing your promotions is one of the most widely used tricks in direct
marketing, yet it still works like absolute magic!
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10. Collect personal information from subscribers
The good news is, it's really easy to collect a little extra information right from the start.
Suppose your product is a book on how to buy foreclosed properties from the bank. Since you already have
an opt-in form set up at your site to collect email addresses, it would be really easy for you to customize this
form so your visitors could tell you WHY they're interested in foreclosed properties. Your form could read
something like this:
Armed with this information, you could send two different promotions targeting these two different groups.
One could outline the benefits of buying properties as investments, and the other could focus on buying your
family home at a substantial saving.
Or, you could customize your opt-in form to encourage your subscriber to give you information about
important dates in their life, or the lives of their friends and family. When visitors sign up to receive your
newsletter, for example, ask them if they'd like to receive special offers on their birthday, or their anniversary,
or the birthdays of their kids or other family and friends. Promise to send reminders a few
days before the events, and include special discount offers on appropriate items.And you can bet that these
reminders and discount offers will be appreciated by busy last-minute shoppers scrambling to find the perfect
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If you want more information that you can reasonably collect straight from your opt-in form, or if you've
already got some subscribers and you want to go back and collect information from them after the fact, you
can send a simple survey.
11. Final thoughts
It's no coincidence that the most successful marketers -- both online and offline -- target and personalize their
promotions whenever they possibly can.
While that used to be the case, technological advances have made it easy even for beginners to deliver
professional-looking email campaigns. These days, sending a targeted and personalized email promotion to
a large list of your customers and subscribers isn't much more complicated than sending a message to a
Once you see how easy it is, you'll be able to dramatically boost your sales and profits by sending
out email promotions that are targeted, personalized, and relevant.
Your Action Plan:
Look at your opt-in list to determine how many of your readers are subscribers and how many are
Come up with a special offer you can send to your subscribers that might nudge them into making their first
Use your email service provider to send that offer, and make sure you also remember to personalize the
message with your subscribers' names!
Adapt your opt-in email offer to make sure you are getting the most valuable information from subscribers
when they first join your list.
12. Automate with Autoresponders
Why autoresponders are necessary
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To be successful online, you need to always remember that consumers use the Internet because it gives
them instant access to information -- typically FREE information.
And this ability to capitalize on people's appetite for instant gratification has been the driving force behind the
success of just about every online business.
Think about it: Where else can you go to research a product, check out the competition, talk to other people
who have used the product, shop around for the best price, and then have the product paid for and on its way
to your doorstep (or on the screen in front of you), in just a matter of minutes?
Autoresponders are a powerful marketing and customer service tool that make your customers' desire for
instant gratification work to your advantage. They are simply small email programs that automatically send
prewritten messages to anyone who requests information from you. Here's how they work...
A visitor comes by your website and sees you are offering a free report on a subject they're interested in.
They enter their email address and -- presto! -- the report is INSTANTLY delivered to their inbox in an email.
This not only provides your visitor with the information they were looking for, it saves you the trouble of
manually sending it to them. And here's the best part: You've just earned a new opt-in to your email list! A
person who might otherwise have been a one-time visitor to your site can now be targeted with email
promotions every time you send out a campaign.
13. When you should follow up
The question of when to follow up with your customers and subscribers is going to depend on your business.
Some companies are relentless with their follow-up promotions, sending new offers on a daily basis
immediately after you've given them your email address, whereas others will wait until the one-year
anniversary of your purchase before they contact you again. Your site will probably fall somewhere between
these two extremes.
It also depends on who you're following up with... if you're following up with first-time customers, try sending
out a follow-up offer three, seven, or 10 days after the date of their initial purchase. These are the times when
new clients are most likely to make a SECOND purchase.
Here are some examples:
a.Send a confirmation email after a subscription request or purchase
Use an autoresponder to send instant confirmation emails to your customers and subscribers after they have
made a purchase or signed up for your newsletter. It's a great way to provide people with an additional level
of customer service -- and it's a level of service that's becoming expected.
Autoresponders also free you up from having to manually send out confirmations -- giving you time to focus
on more profitable areas of your business. But you should also know that these confirmation autoresponders
(also called "transactional messages") are a great marketing opportunity.
Because instant confirmations do a lot to boost the credibility of your company, they are the perfect place for
a marketing message. You've responded immediately to your customer's request, letting them know that
yours is a reliable, professional company. Why not take advantage of that by offering them a special price on
one of your best-selling products?
Suppose you own a website that sells cycling equipment. Of course, you offer a free weekly newsletter
packed with tons of great cycling tips. Every time someone signs up for your newsletter, they receive an
instant autoresponder thanking them and confirming their subscription.
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The fact that you've sent out an immediate confirmation autoresponder is great, but it would be even better if
it looked something like this:
And the best part is, since this is all being done via autoresponder, it doesn't take up a second of your time!
Once you've written the autoresponder, you just walk away and never think about it again!
Once you've seen for yourself how autoresponders can boost your profits, you'll be working them into just
about every aspect of your business. Here's one example of how you can use a network of autoresponders to
capture sales like you wouldn't believe:
Step 1:A visitor comes to your site and decides to sign up for your free newsletter or free report.
Step 2: That visitor is instantly sent a confirmation email via autoresponder thanking them for their
subscription. This email also includes a discount offer on one of your best-selling products.
Step 3: The subscriber orders your product. This purchase triggers another autoresponder, which is sent
immediately. This autoresponder thanks the customer for their purchase, and also contains an offer for an
add-on to the product they just bought.
Step 4: They decide to purchase the add-on, which triggers another autoresponder.
Step 5: And so on, and so on, and so on!
Can you believe that this process is 100% automatic? Once you've written the autoresponders, you can
literally forget about them and just start watching the sales roll in! With almost no effort on your part, you've
turned a casual visitor to your site into a repeat customer! And you barely had to lift a finger!
b. Follow up on a purchase anniversary
An easy way to get a follow-up promotion in front of your customers is to send them an email one month, or
six months, or even a year after they made their first purchase. You can even follow up on multiple
anniversary dates to increase your sales. Here's how:
• Send a quick email 30 days after their purchase. Ask if they have any questions, or if there is anything
else you can help them with.
• Send another email up to 90 days later, offering a new or related product.
• Contact them six months later, and announce an upcoming sale.
• One year after the first sale, send the customer an email celebrating the one-year anniversary of their
first purchase. Then give them a coupon for a discount off their next purchase.
14. Automate promotions and customer service
You must start sending follow-up emails to your customers and subscribers using autoresponders, which
should be easily done through your email service provider. They take almost no time at all to set up, they run
automatically, so you never have to touch them again, and they can have a huge impact on your sales!
In the last few years, a TON of new companies have started to offer autoresponder services. Do a search for
"autoresponders" at any search engine and you'll find that choosing the best service available is no easy
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The email service provider you're considering should allow you to:
• Store and manage as many email addresses and contact lists as you want;
• Automatically process your subscribes and unsubscribes to keep your lists clean;
• Send sequential autoresponders (an autoresponder series), not just one-time responders;
• Specify exactly when you want the responders to be sent -- based on a specific date or on elapsed time
• Send your messages in text or HTML (most providers offer eye-catching templates you can use);
• "Subscribe" people to your responder series automatically;
• Store several pieces of information about your subscribers (city, state, interests, etc.) and automatically
merge that information so you can better personalize your autoresponders; and
• Easily create an autoresponder opt-in form and add it to your website.
If you haven't chosen an email service provider yet, check out iContact. It's a really easy-to-use service
that will get you up and running with autoresponders as fast as you can come with an idea for a follow-up
15. Use an autoresponder series to increase sales
Using an autoresponder series (instead of just one autoresponder message) is a great technique that has
been a consistent winner for us, and we wanted to share with you exactly how it's done.
You tell visitors to your site that you are offering a four-day mini-course on a subject they would be interested
in. You offer to send them the first lesson immediately, with a new lesson to follow every day, or every other
day. By setting this up as a delayed sequence of autoresponders, you satisfy your visitors' need for instant
information, since the first lesson is sent via autoresponder as soon as they enter their email address. And
because you'll be sending the rest of the lessons to them over the course of a week or so, you'll be
repeatedly exposing them to your name and marketing message.
This process will go a long way toward building your credibility and will ensure that this visitor to your site
(who is looking either to buy or sell a home in your area) will receive valuable, personalized information from
you at least four times over the next week. How many other realtors in your area do you think could offer the
Here's how we would set up the autoresponder series for maximum effectiveness:
Day 1: The visitor enters their email address at your site and is IMMEDIATELY sent "Lesson 1
Day 3: You send your visitor the next lesson, entitled "Lesson 2 –
Day 5: Time for the next lesson: "Lesson 3 --
Day 7: If you've been providing solid information, we can guarantee that your recipients are looking forward
to these messages from you.
Research some potential autoresponder services by searching for "autoresponder," or check out iContact
The greatest part about setting this up via autoresponder is that once it's up and running, it's completely
automated. You literally never have to think about it again. All you need to do is wait for your phone to start
ringing! And since it took you only a few hours to set up, the cost to you is practically nothing!
Of course, if you use delayed sequential autoresponders to deliver a multi-part course to your subscribers,
you should definitely be testing and tracking the results from each part of the course.
By testing and tracking your autoresponders, you will be able to see which ones are working for you and
which ones need to be changed. If you find that one of your autoresponders isn't generating the sales you'd
like, it's just a matter of taking a look at the ones that ARE working well, and making changes based on the
successful aspects of your best ones.
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Luckily, if you've been tracking your results, you can fix this problem right away. Simply spend some time
condensing your mini-course into four lessons instead of seven, or finding ways to trim whatever bulk may be
turning readers off. Now you can be sure that you won't be annoying your customers with information they
don't really want. This will translate into fewer unsubscribe requests, higher open rates, and more profits!
16. Final thoughts
You've seen how important autoresponders can be to the success of your marketing campaign.
From turning one-time visitors to repeat customers, and automating your customer service, to creating
automatic follow-up promotions, once you're using autoresponders, you'll wonder how you ever lived without
them for so long. And the best part is that there are tools available that make the most in-depth
autoresponder campaigns point-and-click simple. So there are simply no excuses NOT to use these powerful
tools in your business!
Sending follow-up promotions is one of the single most overlooked part of any online business, and we really
can't figure out why! People who use this technique are consistently able to generate 30% more revenue from
follow-up promotions, and it takes hardly any work at all!
Follow-up promotions work so well because of the 80/20 rule, which states that 80% of your profits will come
from 20% of your customers. Essentially, what this means is that a significant percentage of your customers
are just waiting for you to sell them additional products or services!
There are a number of different ways you can follow up with your customers and subscribers. You can
contact them shortly after a purchase; you can contact them on the anniversary of a purchase; you can follow
up with them to see if they have any questions they need answered; you can contact them to offer them an
add-on or upgrade to their purchase; and so on.
Your Action Plan:
Research some potential autoresponder services by searching for "autoresponder," or check out iContact
Write a follow-up autoresponder to send to new subscribers when they opt in to your list.
Make a list of ideas for other autoresponders you can use in your business, then get ready to start writing!
17.How to Write Effective Email Promotions
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1. Write email promotions that sell like crazy
Knowing what motivates your customers is the key to writing emails they'll open and act upon. The top three
reasons people open and respond to emails are...
They have an established relationship with the sender. If email recipients know who their emails are from,
they're more likely to open them, with 65% of recipients citing the "from" line as the most compelling reason
for them to open their opt-in emails
The offer is relevant to their needs. You need to know your target audience and tailor the content of your
emails to meet their needs.
The email offers a good price on something they want. Price is important in most online transactions, and
when it comes to emails, the DoubleClick survey showed that offers of free shipping and discounted prices in
the subject lines of emails were more likely to compel recipients to open them.
2. Ten vital questions you must answer
Before you begin writing any email promotion, it's important that you sit down and clearly map out your offer.
Even the most seasoned copywriters pull out an old-fashioned pen and paper to scribble down extensive
notes before they write a single word, so do NOT skip this critical step.
You'll need to prepare answers to the following 10 questions in advance:
a. What action do you want your reader to take?
Subscribe to your newsletter?
Purchase a product?
Sign up for a service?
Promotions that focus on a single offer will pull MUCH better results than promotions that include several
offers, so it's mportant that you clearly define your focus right away.
b. How will readers benefit from responding to your call to action?
If they subscribe to your newsletter, how will they benefit?
If they purchase your product, how will they benefit?
Benefits are an extremely important component of your email promotions, because it's the benefits that push
the reader to follow through on your call to action. You need to use benefits to create enough value and
excitement in your offer that readers will act without hesitation when presented with your call to action.
c. How will you create urgency in your offer?
Are your supplies limited?
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Will the promotion be available only for the next 48 hours or the next three days?
Can you afford to offer free shipping only to the first 250 customers?
Urgency is critical because it's what compels your readers to act TODAY rather than put it off with the
intention of "coming back another time."
d. Does your offer include NUMEROUS compelling benefits, or just one
If you need to communicate multiple benefits, you may want to write copy that includes bullet points, which
allows you to cover information quickly in a small space and keep the text "scannable" by maintaining lots of
e. How long should your copy be?
Once you've decided how many benefits your letter will include, you'll be able to decide on letter length.
f. What links will be included and where should they appear?
If you're including a link to your website, you need to make sure that it doesn't appear too early in the letter.
Your call to action (i.e., "Click here now" or "Visit my site") with your link should appear AFTER you've
presented your benefits and created urgency -- NOT BEFORE!
g. Who is the audience you're targeting?
All of your customers?
Only customers who own a particular product?
It's really important that you decide this in advance, because the more personal you can make your letter, the
more sales it's going to generate.
h. Who is the email coming from?
This should be an easy decision -- you should ensure that all of your email promotions come from the SAME
person within your business.
i. What contact information will you provide?
The last paragraph of any email you send should include a contact email address and phone number for
anyone with questions. Don't forget to include this information, because this is your credibility! Always remind
your readers that you're a real person; let them know you're just an email or phone call away if they have
problems or questions, and they'll be far more comfortable checking out your offer.
j. What "extra" benefit will you include in your P.S.?
The first line and the last line of any promotion you send will be the most read -- people naturally skim the first
line, then scroll to the bottom to scan the last line, before deciding whether or not they'll read your entire
So it's a good idea to include an effective P.S. that either restates the biggest benefit of your offer or includes
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a "bonus" grabber benefit that isn't mentioned in the body of the email. And of course, your P.S. should also
end by restating your call to action.
18. What it takes to create urgency
"For 3 days only"... "When they're gone, they're gone"... "Only room for 15 more people"... The best way to
convince people that they'd better go for it is to create a sense that this offer can't last. Urgency is one of the
prime motivators of action!
a. Limited time offer
We've found the limited time offer to be really effective. By providing a great discount price on your products
for just a short period, you can instill a sense of urgency in people and give them a reason to make a
purchase without delay.
This sense of urgency is important when you're asking your email recipients to respond or make a purchase
because it forces them to make a quick decision.
Without urgency, people will close the email or leave your website to "think about it." In reality, they never
come back! You can use different techniques to create urgency, such as a special low price, bonus offer, or
free trial -- all of which are only
b. Limited quantity offer
A similar strategy is the limited quantity offer. You can create a sense of urgency by launching a promotion
that clearly states that only a few products are available at the great price you're offering.
Just be sure to stick to the guidelines you set out! If you SAY there are only so many products available at the
discount price, don't tell your customers that you "coincidentally" found a whole lot more you can sell at the
same price. It will totally damage your credibility -- which ISN'T good for business!
19 The final scan test
If you've followed the steps in this lesson to write your email promotion, you should have something that your
audience is going to find really appealing, and you're probably anxious to send it out. But before you do, it is
important to step back from your work and give it a quick "scan test."
Here's how this works: Once you've finished writing your email, take a break. Go for a walk around the block,
have a cup of coffee, and do whatever it takes to get your mind off the promotion you've just written.
Come back to it about an hour later and look at it with fresh eyes, but do NOT read it word for word. Instead,
just scan over the body of the message and take note of which sections of the letter really jump out at you.
Generally, you'll notice that .the sections you've highlighted, bolded, capitalized, and indented are the areas
that your eye is naturally drawn to.Now, you'll want to make sure that those sections are, indeed, the ones
that are going to be most exciting or attractive to your audience. If you notice that your eye is immediately
drawn to an area of the page where you tell people how they can reach you if they have any questions, you'll
want to make some changes.
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You should be able to scan your entire letter in about 10 seconds. In order for your letter to have passed the
scan test, it must have grabbed your attention enough during the 10-second scan that it made you think to
yourself, "Wow! I'd better read through this letter and find out more."
If you find that your letter has not passed the test, sit down and find a way to make your key benefits stand
out. Remember, you have only one chance to persuade your reader to take action, so it is really important
you take the time to complete this test on every promotion you send out.
20. Final thoughts
In this lesson,I've given you our most closely guarded email copywriting secrets; now it's up to you to apply
them. Don't allow yourself to become overwhelmed by the details. Answer the 10 vital questions listed in Step
2 of this lesson and refer to those answers as you write. Include powerful benefits to the reader, transfer
ownership, personalize your offer, and include a strong call to action.
Once you've run through all of these steps, give your promotion the 10-second scan test and make sure it
passes. Do your biggest benefits really stand out? If you just read the bolded, italicized, indented, and
capitalized text, would you have a clear picture of the benefits the email has to offer?
If yes: Great job! If no: Back to the drawing board!
Armed with the tips and tools , you should be able to get your email promotions up and running quickly so
you can immediately increase traffic to your website, and generate more sales.
Your Action Plan:
Work your way through the 10 questions in Step 2 to prepare your first email promotion
Write your promotional message.
Do a final scan test to make sure your message hits the key benefits of your offer.
Send your promotion!
List building tools
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1.Get an Autoresponder
An autoresponder is a program that sends out pre-written Email messages to your subscribers.You write out
your ezine issues in advance and store them in your autoresponder system. You vcan then set them up to
send out at certain time intervals.
For example, you subscriber will receive the first email, which is normally a confirmation email that they
signed up. The second and third emails are sent out by the system based on your schedule. You can also set
the system up to do the following:
• Thank your subscribers
• Send out ezine issues
• Send out endorsement letters
• Send out free reports, etc.
Once the autoresponder is set-up it does all of the work for you around the clock.
You need autoresponders!
Why Autoresponders are a necessary part of your marketing
Autoresponders are the powerful marketing and customer service tool that make your customers desire for
instant gratification work to your advantage
1) AWeber Autoresponder
Test it FREE Here
2) Rapidresponsebot -The next gebneration of autoresponder. Free or Pro versions.
Try it for FREE
3) iContact Research some potential autoresponder services by searching for "autoresponder," or check out
Try it for FREE
2. Create Your Sales Pages
The next step is to create your sales page. Because you are giving away a free product, you want to be sure
that you keep it salesy and really reinforce the fact that they are getting this valuable product for free.
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If you're a complete newbie and don't know your HTML from your PHP, BeBiz is the choice for you. It's the
simplest way to build your first website and write your first salesletter. Best way to write a compelling
salesletter is by using the powerful salescopy wizard in BeBiz. It lays out all the components we've talked
about here -- with examples to inspire you at every stage -- so you can quickly and easily write your own
All you have to do is fill in the blanks for each section, click a few buttons, and out pops your
Get it now
3.Thank You Page
This is the last page that your buyer or subscriber will see. This is where you will want to refer your readers
on to your other products as well as thank them for signing up or purchasing your products.
Instant Banner Creator
It's the most simple and effective tool I have ever used to create great looking banners and other cool
You can get it for free here:
Creating these graphics can't be made any easier. You point... you click... you are done! You don't have to
know Photoshop, Flash, or anything more complicated than operating a web browser to design
high-performing banners, buttons, headers etc.
But whatever you do, I strongly recommend that you go grab your free-membership today.Something this
cool does not come along very often - and certainly not for free!
4.Purchase Your Domain Name and Web Hosting
One of the first steps in designing and building a website is choosing and registering a domain name -- like
www.[yoursite].com -- for your business. Registering a domain is a relatively easy process, but choosing a
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name that works for you takes some consideration.
Your domain name will be your business's "address" on the Internet, so it's crucial that you choose the right
one. Try to find a domain that gives the public an idea of what they will find at your site. And if the domain
name relates to your company's name or brand, it makes your site that much easier to find.
That is why you MUST get your own unique domain name, as opposed to one you can get from a web
hosting company that includes their name (e.g., www.yourwebhost.com/yoursite).
If your offline business already has a website, you've got a great head start on your competitors who might
not have one yet. However, if you aren't combining the power of email marketing with your website, you're
probably generating only a fraction of the profit you could be making.
Sooner or later everyone realizes that they must have their own domain name.
I recommend Host4Profit.com
5. OTO (One Time Offers)
When you have your reader fill in your opt-in form to join your list, they will receive your free report. However,
before doing so they will see your One Time Offer first. This can be something like a great deal on a package
of products or an eBook. Your One Time Offer is a sales letter which pushes the reader to purchase your
products.Offer is a sales letter which pushes the reader to purchase your products.
OTO Gold Mine
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By the way, I just want you to know that I appreciate having
you as a subscriber. I would never send you any "junkie" offers
that don't make you some real money.
You can join a unique system that could earn you an extra $50,
100 or even $200 a day. All the details are on this web page,
It's Free, so use this link right now.
Build HUGE Opt-In Mailing Lists Using These FREE Online Tools.
All of the following services are free to use - be sure you do! But most also offer a paid upgrade, allowing you
to e-mail more people and to e-mail them more often. As your lists start providing you with greater profits,
re-invest some of it by upgrading then. But either way, make sure you get started on this right now.
Start by signing up for these 14 viral list building sites...
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To your success
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