How to Write Effective: B2C (Business to Consumer) Emails
Writer Evan Fees: - A series of 3-10 emails at a time, $300 - $2,500
(plus 10% GST)
- Personal: Stories about things that happened to Evan/his Family/Colleagues/at school/with Friends.
- Cultural: Rock Concert/Singers/Actors/Sports Stars/Movie/Songs/References to TV shows/Cinema/Song album.
- Topical: News/Entertainment items. What you see when you open up a Newspaper.
- Includes Tidd Bits meaning, (News of the day/Hot News)
The Art of Storytelling and why it’s critical to your emails
- Persuasion and Direct Response Copy stories deepen the relationship
- Personal, emotional, a closer connection with buyer or prospect
- Forms a bridge of trust from Marketer to Prospect – strengthening it, making it wider and stronger selling process through storytelling
Email Requirements: AIDA Formula (Attention, Interest, Desire and
- Attention: headlines and sub headlines on a Sales Letter. An identifier what is it that you do/sell?
- Subject line: What you see in your email opener that pulls/tugs you in to the next line
- Gain reader’s interest
- Build a story and bring them into your message or intention
- Desire: Moving from interesting story to Desire. Have a serious situation which I have to fix. Position yourself as a saviour/solution/solver.
- Action: Pulling the trigger on making the purchase. Call now on your phone.
- It’s all about reputation. You have to say which individual/organization the email is from.
- Be more conversational in your email writing style.
- Paint a picture in email reader’s mind.
- Treat the reader as an individual.
- Connect with the reader – No hard selling - say: “I want to be part of Evan’s company – disarm reader here, engage with the reader.
Definition of Tidbit: News of the current day, or entertainment and hot news. The public eats this up immediately.
Place in email where we have a transition – critical part where we go from
storytelling to a happy/sad theme and then we have a subtle effortless and
- Can be B2C, B2B and Government
- Are all about recognition and reputation from Writer Evan
- Are engaging and personal or representative
- It is the promise that keeps on giving and is ongoing work
- Put it out on a weekly/monthly basis.
- They are delivered to a Subscriber’s Inbox on PC and stay there
- Not scanned quickly like promotional emails
- Not lost on the web like a web page
- Always include at least one interactive element in e-Newsletter
- Surveys, Contests, Reader Feedback and Q+A
- Track the performance of every issue as well as open rates and unsubscribe
- See which subject line does better
- Set a publication schedule and stick with it
- Not daily unless your topic is very fast moving like day trading
- Stick to publishing on the same day/week/month/bi-weekly
- It is a relationship builder
- The better the content and the greater the interaction the deeper the relationship will become