We create an e-mail newsletter that sells
I would venture to seem trite, but I will say: the ultimate goal of any commercial letter is sale. Selling a product, service, brand is not the point. Therefore, the letter that you send to your customers should be composed according to the rules and canons of the selling text. UniSender helps you understand exactly what the text should be in your newsletter.
First of all, it is necessary to understand: the most successful outcome of most letters is to be read. And this is in the best case. In other cases, the letter ends up in automatically read or even in the Spam folder. An active Web user is faced with a huge array of diverse information every day and is simply forced to pay attention only to the most important. It remains to convince him that your letter is this “important”. :)
The piety of the Great Sovereign Tsar and
Grand Duke John Vasilyevich of All
Russia, a message to all of his Great Russia
on the cross-criminals, Prince
Andrei Mikhailovich Kurbsky and his comrades
about their betrayal
Very often, mailings are a dry, unaddressed letter written only to inform potential customers about the services. I will say right away - this is wrong. The addressee should receive a letter addressed specifically to him. Therefore, if possible, you need to find out the names of all recipients and use them in the first sentence of the text mailing list.
Do not try to start the letter with the help of the message “Dear Imenyerek Imenyarevich”! The word "respected" is found everywhere and so often that it managed to practically lose its semantic color and turned into an interjection. :) "Dear" letter will not stand out from hundreds of similar ones and will be skipped.
Try to get out of the usual range. Depending on the target audience of the letter, you can use appeals from the neutral “Dear” to the provocative “Our native”. Naturally, you should not overdo it. :) But if the addressee is attracted by the first offer, then we won. It remains to keep his attention to the very end.
But what if the recipient names are unknown? Even so, the appeal must be present. The simple word "Friends" (or "Colleagues") will give you the necessary bridge of emotional connection with the client.
Hello dear,
Supplementation day for you, please
forgive me if I interfere with your
personal life, my name is Riassa Keita, 23 years old,
I am the only daughter of my parents Late
Mr / Mrs Frederic Keita from the Republic of Côte d'Ivoire
in the West Africa, my father was a tycoon and politician.
I noticed you were an important person before I
decided to contact you.
One of the most common errors of mailing lists is begging. What are you talking about? About texts like "Let me suggest you ...". In this case, the author of the letter puts himself in the initially unfavorable position of the petitioner, surrendering to the recipient.
I think everyone in one way or another came across beggars in the subway, underpasses or just on the streets. Dull characters are sadly asked to pay attention to them and help with a certain amount of money. So here.
“Let me suggest” is the same beggar hoping for the mercy of passers-by. Will he be successful? Maybe yes. But do you want to be perceived as this character? The question is rhetorical.
Business is not charity. The subjects of business cooperation are full partners, one of which satisfies the existing need for a service or product, and the other receives well-deserved money.
You are not a supplicant. You are a friend, a partner who has discovered a need in a client and offers to satisfy it. Why should you ask your client for permission to help him?
In a letter to an equal partner, you must explain to him that cooperation with you is more profitable than with competitors. It turns out - your client. In order to compose a competent letter, put yourself in the shoes of the client and force them to answer five magic questions.
The life and amazing adventures of Robinson Crusoe, a
sailor from York, who lived twenty-eight years
all alone on an uninhabited island off the coast of
America near the mouths of the Orinoco River, where he was thrown by a
shipwreck during which the entire crew of the
ship except him died; outlining his unexpected
release by the pirates, written by himself.
So, we have only a few seconds to attract the attention of the recipient. According to statistics, no more than eight. How to make him open our letter from an endless stream? Definitely a catchy headline.
The headline should convince the recipient that he needs to read the letter. And for this it is important that the reader already sees in the headline the benefits that your proposal brings to him.
The art of compiling “killer headlines” is quite complicated and not everyone can. But there is a general recommendation: the headline is a squeeze from the text. Cut your text by removing all irrelevant details. Reduce again and again, edit it in the direction of maximum information. Sooner or later, the whole text should fit in a sentence of 4-6 words. This is your headline. :)
ABOUT! I do not like to joke. I asked them all a wit.
The State Council itself is afraid of me. What
really? I am so! I will not look at anyone ...
I tell everyone: "I know myself, myself." I am everywhere, everywhere.
I go to the palace every day. Tomorrow they will take me to the field march tomorrow ...
Khlestakov
Imagine that you received a letter in which a distant acquaintance tells about his trip to his grandmother and about family troubles and joys. What reaction will this letter provoke? Some bewilderment. Why do you need this information? Right, no reason.
Similarly, in the newsletters. If you talk about yourself, how wonderful you are and how much you can do, what a wonderful team you have (and always an individual approach to each client :)), the client will shrug and forget. What is up to him?
Let's get back to why we are writing a letter? To offer the client a solution to his problem. Well, talk about it. Tell us not about how good you are, but about how the recipient will get this and that with your help. Show him that cooperation with you is beneficial and beneficial for the client himself.
Just do not need ritual campaigns on the topic of “a wide range of services”, “individual approach to each client” and “rich experience in this market”. These phrases are bringing you closer to the stream of identical letters that go to the trash every day. The proposal should be simple, clear and concrete.
Dear madam, please be so kind as
to deign to make a promo with me on the
Prospect, or how to fuck on the head now ... When
compiling a text for the newsletter, you need to clearly visualize each reader. Among your customers there are completely different companies and completely different people. So why should they receive the same letter?
It is necessary to understand and take into account the needs of each audience and for each of them to prepare their own mailing list. What may be acceptable and interesting for young people from a startup is completely unsuitable for a bank clerk. And vice versa.
In order for the newsletter to be as effective as possible, it is necessary to clearly divide the audience into segments and speak with each segment in their language. It is clear that this or that part of the letter can be repeated. But a completely neutral letter will leave the whole audience indifferent. We don’t want this, right?
Yes, I believe that your company is the most wonderful and the most versatile. Therefore, you can do almost anything. And quite naturally, you want the client to know about all your services.
Very often I have to deal with a sheet of text that lists even the smallest services that can be provided. Tell me, will any of you be interested in reading a list of 30-40 points?
Best of all, if the letter is about a single service (in extreme cases, several, closely related). This will allow you to tell in detail about the benefits received by the client.
Otherwise, ugly texts of 5-7 pages are obtained, which, naturally, no one will ever open in their right mind. This means that all the labor invested in these pages will be wasted.
Be concise. Try to ensure that the text does not exceed three to four thousand characters. At the same time, do not focus on abstract benefits, but on concrete ones, supported by eloquent facts and figures. The client likes expressions like “your sales will grow by 67%” more than “your sales will rise by two-thirds”.
True, concrete calculations of the client’s benefits convince far more than a sheet listing an impressive list of services.
Nonsense! And we will prove it now. Suppose you are a potential customer. You receive two letters from competing companies, one of which is designed in accordance with all the rules, and the other in plain text. Which of the proposals will attract more attention? Naturally one that is easier to read. Including, due to registration.
Do everything so that the client’s eye, without stopping at anything, quietly glides over the text. Give the opportunity to relax through the use of bulleted lists, headings, subheadings, epigraphs, paragraphs between spaces and so on.
Avoid hanging lines, water paragraphs and other garbage. It should be a pleasure to look at a written letter.
We specifically tried to maximally deviate from specific words and expressions that you could use in your newsletter. The text of the mailing should be the result of creative work subject to general laws. Like any result of creativity, the newsletter will bear the imprint of the individuality of its creator, and therefore will stand out among the rest, written according to the patterns of the textbook.
Write letters to your customers. And you will succeed. And UniSender will make your letters reach their destination.
First of all, it is necessary to understand: the most successful outcome of most letters is to be read. And this is in the best case. In other cases, the letter ends up in automatically read or even in the Spam folder. An active Web user is faced with a huge array of diverse information every day and is simply forced to pay attention only to the most important. It remains to convince him that your letter is this “important”. :)
Show your respect and attention to the recipient
The piety of the Great Sovereign Tsar and
Grand Duke John Vasilyevich of All
Russia, a message to all of his Great Russia
on the cross-criminals, Prince
Andrei Mikhailovich Kurbsky and his comrades
about their betrayal
Very often, mailings are a dry, unaddressed letter written only to inform potential customers about the services. I will say right away - this is wrong. The addressee should receive a letter addressed specifically to him. Therefore, if possible, you need to find out the names of all recipients and use them in the first sentence of the text mailing list.
Do not try to start the letter with the help of the message “Dear Imenyerek Imenyarevich”! The word "respected" is found everywhere and so often that it managed to practically lose its semantic color and turned into an interjection. :) "Dear" letter will not stand out from hundreds of similar ones and will be skipped.
Try to get out of the usual range. Depending on the target audience of the letter, you can use appeals from the neutral “Dear” to the provocative “Our native”. Naturally, you should not overdo it. :) But if the addressee is attracted by the first offer, then we won. It remains to keep his attention to the very end.
But what if the recipient names are unknown? Even so, the appeal must be present. The simple word "Friends" (or "Colleagues") will give you the necessary bridge of emotional connection with the client.
Do not be a supplicant
Hello dear,
Supplementation day for you, please
forgive me if I interfere with your
personal life, my name is Riassa Keita, 23 years old,
I am the only daughter of my parents Late
Mr / Mrs Frederic Keita from the Republic of Côte d'Ivoire
in the West Africa, my father was a tycoon and politician.
I noticed you were an important person before I
decided to contact you.
One of the most common errors of mailing lists is begging. What are you talking about? About texts like "Let me suggest you ...". In this case, the author of the letter puts himself in the initially unfavorable position of the petitioner, surrendering to the recipient.
I think everyone in one way or another came across beggars in the subway, underpasses or just on the streets. Dull characters are sadly asked to pay attention to them and help with a certain amount of money. So here.
“Let me suggest” is the same beggar hoping for the mercy of passers-by. Will he be successful? Maybe yes. But do you want to be perceived as this character? The question is rhetorical.
Business is not charity. The subjects of business cooperation are full partners, one of which satisfies the existing need for a service or product, and the other receives well-deserved money.
You are not a supplicant. You are a friend, a partner who has discovered a need in a client and offers to satisfy it. Why should you ask your client for permission to help him?
In a letter to an equal partner, you must explain to him that cooperation with you is more profitable than with competitors. It turns out - your client. In order to compose a competent letter, put yourself in the shoes of the client and force them to answer five magic questions.
Come up with a striking header
The life and amazing adventures of Robinson Crusoe, a
sailor from York, who lived twenty-eight years
all alone on an uninhabited island off the coast of
America near the mouths of the Orinoco River, where he was thrown by a
shipwreck during which the entire crew of the
ship except him died; outlining his unexpected
release by the pirates, written by himself.
So, we have only a few seconds to attract the attention of the recipient. According to statistics, no more than eight. How to make him open our letter from an endless stream? Definitely a catchy headline.
The headline should convince the recipient that he needs to read the letter. And for this it is important that the reader already sees in the headline the benefits that your proposal brings to him.
The art of compiling “killer headlines” is quite complicated and not everyone can. But there is a general recommendation: the headline is a squeeze from the text. Cut your text by removing all irrelevant details. Reduce again and again, edit it in the direction of maximum information. Sooner or later, the whole text should fit in a sentence of 4-6 words. This is your headline. :)
"We, Nicholas II ..."
ABOUT! I do not like to joke. I asked them all a wit.
The State Council itself is afraid of me. What
really? I am so! I will not look at anyone ...
I tell everyone: "I know myself, myself." I am everywhere, everywhere.
I go to the palace every day. Tomorrow they will take me to the field march tomorrow ...
Khlestakov
Imagine that you received a letter in which a distant acquaintance tells about his trip to his grandmother and about family troubles and joys. What reaction will this letter provoke? Some bewilderment. Why do you need this information? Right, no reason.
Similarly, in the newsletters. If you talk about yourself, how wonderful you are and how much you can do, what a wonderful team you have (and always an individual approach to each client :)), the client will shrug and forget. What is up to him?
Let's get back to why we are writing a letter? To offer the client a solution to his problem. Well, talk about it. Tell us not about how good you are, but about how the recipient will get this and that with your help. Show him that cooperation with you is beneficial and beneficial for the client himself.
Just do not need ritual campaigns on the topic of “a wide range of services”, “individual approach to each client” and “rich experience in this market”. These phrases are bringing you closer to the stream of identical letters that go to the trash every day. The proposal should be simple, clear and concrete.
“Hey, Zhenya! Hello to you, Nikolai Ivanovich! ”
Dear madam, please be so kind as
to deign to make a promo with me on the
Prospect, or how to fuck on the head now ... When
compiling a text for the newsletter, you need to clearly visualize each reader. Among your customers there are completely different companies and completely different people. So why should they receive the same letter?
It is necessary to understand and take into account the needs of each audience and for each of them to prepare their own mailing list. What may be acceptable and interesting for young people from a startup is completely unsuitable for a bank clerk. And vice versa.
In order for the newsletter to be as effective as possible, it is necessary to clearly divide the audience into segments and speak with each segment in their language. It is clear that this or that part of the letter can be repeated. But a completely neutral letter will leave the whole audience indifferent. We don’t want this, right?
“Fifteenth, you will get”
Yes, I believe that your company is the most wonderful and the most versatile. Therefore, you can do almost anything. And quite naturally, you want the client to know about all your services.
Very often I have to deal with a sheet of text that lists even the smallest services that can be provided. Tell me, will any of you be interested in reading a list of 30-40 points?
Best of all, if the letter is about a single service (in extreme cases, several, closely related). This will allow you to tell in detail about the benefits received by the client.
Otherwise, ugly texts of 5-7 pages are obtained, which, naturally, no one will ever open in their right mind. This means that all the labor invested in these pages will be wasted.
Be concise. Try to ensure that the text does not exceed three to four thousand characters. At the same time, do not focus on abstract benefits, but on concrete ones, supported by eloquent facts and figures. The client likes expressions like “your sales will grow by 67%” more than “your sales will rise by two-thirds”.
True, concrete calculations of the client’s benefits convince far more than a sheet listing an impressive list of services.
Beautiful packaging is not important, the essence is important
Nonsense! And we will prove it now. Suppose you are a potential customer. You receive two letters from competing companies, one of which is designed in accordance with all the rules, and the other in plain text. Which of the proposals will attract more attention? Naturally one that is easier to read. Including, due to registration.
Do everything so that the client’s eye, without stopping at anything, quietly glides over the text. Give the opportunity to relax through the use of bulleted lists, headings, subheadings, epigraphs, paragraphs between spaces and so on.
Avoid hanging lines, water paragraphs and other garbage. It should be a pleasure to look at a written letter.
Total
We specifically tried to maximally deviate from specific words and expressions that you could use in your newsletter. The text of the mailing should be the result of creative work subject to general laws. Like any result of creativity, the newsletter will bear the imprint of the individuality of its creator, and therefore will stand out among the rest, written according to the patterns of the textbook.
Write letters to your customers. And you will succeed. And UniSender will make your letters reach their destination.