Fact: "Email delivers the highest Return-On-Investment (ROI) for marketers. For every $1 spent, email marketing generates $38 in ROI. " -www.campaignmonitor.com
But you aren’t getting results so what gives??
Follow this 4-step formula to create the perfect email for your audience
Step 1: do your research and get to know your audience. Get to know their likes & dislikes, their challenges & pain points, as well as their needs. Once you have a deep understanding of your customer and their problem, write about the problem your audience is having. For example:
“Do you feel tired and achy in the mornings? Do you have a hard time falling asleep at night? It is estimated that up to 30% of all Americans suffer from some form of sleep disorder. The good news is that in many cases the problem isn’t caused by poor sleep or your bed. The most common cause of sleep disorders is actually a poor diet and overall health.”
In this paragraph, I have clearly identified who I am talking to (people who have a hard time getting enough sleep) and what is their problem (feeling tired, achy, insomnia)
Step 2: talk about the product or service that solves their problem. This is where you enter the picture by describing the benefits of working with you:
“When you sign up for XYZ Health Coaching, I will create a custom plan for all of ealth needs. We will start with an in-depth interview and full assessment to better understand your situation and goals. Your custom plan will include a three month dietary plan along with step-by-step instructions to help increase your flexibility, cardio and overall health. In addition, you will have one 45 minute coaching session per week with a metabolic assessment and a monthly call with a certified nutritionist.”
You should be clear about what your plan entails. When buyers are confused or unclear, they tend to say no.
Step 3: describe what life will look like after the issues are resolved:
“After you complete three months of your customized program, you will feel better, look better and get better sleep. Your overall stress level should decrease which should lead to a calmer, more peaceful, happier life.
One of my recent clients, George from Austin, TX was constantly feeling tired, and performing poorly at his job as a head chef in a restaurant. Now that he’s completed the XYZ Coaching Program, he gets 8 hours of solid sleep per night, feels better and he’s lost 10 lbs! You can have this result too.”
This is also a great place to include any reviews, testimonials or social proof so that people can hear how great your product is from someone else.
Step 4: Include a specific Call-to-Action (CTA). Make it as easy as possible for someone to take the next step. Give the instructions, tell people where to go, what to expect and what will happen after they do:
“Right now through the end of the month, I am offering an introductory special, only $1 for the first month. This will include your full body assessment, customized diet plan, metabolic testing, flexibility/cardio instructions and monthly call with a certified nutritionist all for only $1 for the first month. All you have to do is go to the order page [insert link to order page], pay one buck, schedule your initial consultation and we will get started.”
A great place to include your offer is in the P.S. - many people will scan the headline of your message and go directly to the end, so the Post Script is a valuable piece of real estate to put your offer. You can also insert a button into your message which people can click on and go directly to your sales page/catalog/etc.
If you follow this 4-Step formula your emails will be more engaging, your offers will be better understood which will lead to more sales and business growth.