All human beings have needs. Only a few are inherent, and most of them are imposed by marketers nowadays. A successful email campaign is a piece of message that is able to seize customers’ attention, convey clear instructions, and get customers to do what you want. The following 7 simple laws are the principles or basic elements you must include to make a persuasive email campaign:
A for Attention: Attention is the foundation of everything. Once you lose it, you lose it all. Use your email subject to catch your customers’ attention. Draft at least 5 different subjects and then choose the best one. Run A/B test whenever possible and let your customers tell you what is best.
B for Benefits: What’s in it for me? According to Maslow's hierarchy of needs, people seek for food, safety, love, self-esteem and self-actualization. What do your customers want? What needs do your products or service satisfies?
C for Credibility: Why should I trust what you say? Present your expertise in your area. Be specific. Sometimes, revealing a few of your weaknesses can boost your credibility.
D for Difference: Why should I choose you, not others? What can you do differently than others? Make the difference tangible.
E for Evidence: Provide evidences. Make your evidence easy to understand. Do not make customers think.
F for Fair +: Is it a fair deal? Can I spend less and get more? People look for fair deals in order to stay alive and thrive. Prove it to me.
G for Go: Add “Call To Action” at the end. Make it easy to do. Otherwise, you waste all the efforts before. Not doing anything is always safer than doing something different offered by you. Therefore, ask the customers to make a little step forward. Once they get started, it is much easier for them to follow through.
These 7 laws can also act as a checklist for every email marketer to review their email marketing campaign before clicking the send button. Want to complete the above list from H-Z? Leave your comment below.
Last but not least, download 1and1Mail to compose your persuasive email marketing campaign now.