Is there a formula for autoresponder emails?

Filed in Autoresponders, Email Copywriting on Nov.10, 2008

People often ask me if I follow a certain formula when writing email copy for my clients.

For clients who want a set number of plain text autoresponder emails for a series, I follow a certain structure most of the time:

* Begin with a story or interesting description and make the first paragraph very short, if possible.

* Include three links in the body.

* Precede each link with a question, if possible, or at least a short sentence.

* Include a P.S. that mentions one bonus or benefit that wasn’t mentioned in the body and also include a link to the website.

*The word length is usually 300-500 words.

For websites where the emails are an ongoing thing (i.e. broadcast messages), and not limited to a series, I don’t follow a set structure because my focus is on building a rapport, not on pitching something every single time. Sometimes the emails are very short. I mix things up to keep the reader interested.

By the way, I think it’s very, very smart to send broadcast emails on a regular basis because you can include events and news of the day and make them very timely. It’s the real way to build rapport with your clients and customers.

If you’d like to outsource that to an email copywriter, just holler. I have monthly retainer arrangements for situations like this and would be happy to help you out.

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More proof that email marketing isn’t about “hammering” your list

Filed in Email Marketing on Nov.10, 2008

Email marketing is hotter than ever.

According to this article, the Direct Marketers Association says that marketers rake in $45.06 for every $1 spent on email campaigns. Compare that to $7.28 for catalogs and $15.55 for direct mail.

But yet…

Even as email is working and becoming even more popular, people are getting weary of all the email.

The big problem, according to Stephanie Miller, vice president of market development for consulting group Return Path Inc., is that less than 20 percent of retailers’ e-mails are customized even though stores have the capability of targeting messages.

So it isn’t about frequency, ultimately. And it’s certainly not about “hammering” your list (many marketers say you have to “hammer” your list).

It’s the customization and making the email more personal that’s important. So a large retailer could send emails based on the customer’s prior purchases, similar to what Amazon does.

A smaller marketer can do the same, but should also include stories and develop a persona to help the prospect/customer form a bond with you, because, at least in the beginning, you are selling yourself in addition to your product.

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A HTML email that would beat a plain text one any day

Filed in HTML emails on Nov.08, 2008

I enjoyed this email from the Col. Littleton catalog.

It would not have had that same impact as a plain text email. Do you agree?

I’m not usually impressed with the HTML emails from large companies because, as a copywriter, I’m interested in studying the copy and the copy in these emails is usually very lacking.

But catalogs and large retailers always use HTML emails and because most people just click on the image or link right away to see what’s on sale, the text doesn’t matter as much. Admittedly, when I get an email from, say, Banana Republic, I just want to get to the sale page and see if there’s something I want at the right price.

But this email is one that combines the best of both the HTML and plain text worlds.

Are there companies that send out HTML emails that you like?

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