Email Marketing Part 2

So how, exactly, do you go about composing an auto responder message? Here’s a breakdown of what your messages should contain. NOTE: These guidelines are just that: guidelines. There is no concrete method and you may feel free to use your own creativity. This will simply give you a framework to build your messages on.

·Subject line. The subject line is the first thing people will see when they receive your message. Therefore, it must be compelling enough to keep them from deleting the message unread. Which of the following e-mail subjects would you be more likely to click on: “Make a MILLION DOLLARS Practically Overnight!” or “Here is your free Report #1 on boosting your web site profits through the roof”? You may have jumped at the first one, but think about it: to most internet users, the first is obviously spam and would be deleted without a second thought.

The second subject line implies that not only have you requested the information (and everyone receiving your auto responder messages will have requested the information;), but you are receiving something of value for nothing. Be understated, but as specific as possible with your subject line to ensure your message is opened.

Compelling opening sentence. Let’s say you clicked on the second subject line in the preceding example. You now have the message open, and the first line is this: “Buckets of money will pour on you. Buy My program Now, for only $495. It’s easey!”

Will you read further? Chances are, you’re already looking for the delete button. This opening is long on hype and short on promise—not to mention riddled with spelling and grammar mistakes. But what if the first sentence reads: “You are about to learn the secrets successful web marketers use to make a killing on the internet.” Will you continue? Probably. There is no outright pressure to buy anything; you are being given something for free that will benefit you. So far, it costs nothing but a few minutes of your time.

Disclaimer. This should not be lengthy. Immediately following your compelling opening sentence, remind people they are receiving your message because they asked to be on your list. It will keep them from clicking the “spam” button if they decide they aren’t interested in your product, and keep your auto responder and web site off internet blacklists.

Introductory paragraph. Explain in a concise paragraph exactly what your product will do for the buyer. Avoid using ALL CAPS or excessive punctuation!!! This looks amateurish and will almost certainly get your message deleted.

Subheads and further information. Write compelling subheads, set on separate lines within your message, that describe certain benefits or sections of your program, then follow up with a short paragraph of explanation.

For example, using the fictional internet marketing program we began discussing, your first subhead might state: “Millions of people do business on the internet are you reaching them with your web site?” Tease the contents of your product, but do not give away too much information (otherwise, why would anyone want to buy?).


A call to action. After several subheads and short paragraphs of information, reveal your product. State what it is (an e-book, e-course or audio CD or download); where customers can get it (your web site, Amazon, e-Bay); and how much it costs. NOTE: To make your price impressive, state the retail value of your product (many affiliate and reseller programs have this in place already), and then reveal your price as a deep discount.

When setting your price, aim for the high side at first and be willing to lower it in later follow-up messages—this will give people an even stronger incentive to buy after message 3 or 4. For example, your call to action in your first message might read: “This amazing e-book revealing internet marketing secrets to jump start your web site’s sales is valued at $395. Through our program, you can order “Huge Web Site Profits” for just $49.95.”

Reminder of follow-up messages. Let your subscribers know the next time you will contact them, which will be the time interval you’ve set for your auto responder distribution—tomorrow, in a few days, next week. Be sure to include a teaser of what will be revealed in the next message.

Unsubscribe link. This is critical to a successful auto responder campaign. You must give subscribers the option to discontinue receiving messages from you, or you will be labeled as spam. Most auto responder services will provide you with an automatic unsubscribe list for all your auto responder series. All you have to do is make sure to include the link in your message.

Tomorrow we will talk about how to make your message irresistible.