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How to Use Email Marketing to Sell Without Being Salesy

how to use email marketing TO SELL without being SALESY Are you ever worried that your email promotions will come across too 'salesy'? Before we look at 5 ways to sell without being tooʻsalesy', let's take a quick look at what not to do... HYPE: Hype is like obscenity, we know it when we see it. Exaggerated claims, too many exclamation points, breathless copy, and high pressure tactics are all hallmarks of hype. You want some excite- ment and urgency in your copy, but if you find you sound like a carnival barker when reading your copy aloud, it's time to tone it down otherwise you'll risk alienating your subscribers. For our purposes here, hype is not the same thing as selling. PRESENTING YOUR PRODUCT AS PERFECT: This is a form of hype, really. We all know that nothing and no one is per- fect. Therefore, it's foolish to try to sell som if there are no flaws or other alternatives. Not only is that impossible to prove, it is unlikely to be believed anyway. BROKEN PROMISES: All too often in email product launches and promotionis there is a supposedly hard deadline when a special offer expires that magically keeps getting extended. There are times when there is a real justifica- tion for extending a deadline, but it is the abuse of this tactic that has given marketers who use it rouținely a bad reputation with their subscribers. Even though fudging deadlines can bring in more sales, the resentment it breeds with those who bought on time and those who are lurking and watching, is not worth the extra one-time revenue. DIRTY TRICKS: In email marketing there is a nasty habit of using dirty tricks in the subject line and in the body of the email to try to manipulate the reader into paying attention and clicking through to an offer. There is no point in using misleading subject lines or other tricks to get people to read or click because once they discover they've been had, they ll be leaving, often never to return. You may have heard the expression that we all hate to be sold, but we love to buy. And the best sales people and email marketers can strike the right balance where their subscribers are excited to buy and they don't feel sold. 5 WAYS TO SELL WITHOUT BEING SALESY DIALOGUE CAMPAIGN: This technique typically involves more than one email where the first message sets up the second. The key is to lead with a topic or story that is only indirectly about the product or service. If you are looking to promote your own new product, for example, you could talk about the problem or idea that inspired the creation of the product. This tactic feels like a dialogue and your subscriber is getting to buy rather than being sold by the very indirect nature of how the product was introduced. If you are an affiliate for a product, you could use the same tactic and offer to share the link in the follow up email, disclosing, of course, that it is an affiliate link because you believe so much in the product. ASK YOUR SUBSCRIBERS IF THEY'D BE INTERESTED: Whether you are thinking of creating a product, or even if you already have finished development and are about ready to launch, you can use this tactic. You could let people opt in for a priority notification when the product is ready. You ?! could take pre-orders. Whatever approach you use, it is very low-key because it that allows your list to show you how interested they really are before you even launch your product. In the off chance that there is little to no interest, you can take a look at the offer and see what the problem is rather than formally launching blind and then falling flat on your face. DEMONSTRATION: This is a simpler variation on the first technique. Depending on the product and the context, there are a variety of different ways to do this. If you have software or something on your computer to demonstrate, like an app, you could do a screen capture video and narrate as you use the product. This 'show and tell' is not only engaging, it is also very transparent and helpful. Your subscribers will get to see the product instead of just reading about it and they can evaluate it without any hype. The key is to demonstrate the product or describe your experience with it so that the product speaks for itself and you don't have to pitch hard at all. DEMO ORIGIN STORY: Sometimes a product and a company have a compelling origin story that allows the product to practically sell itself. For example, Tom's Shoes is famous for donating a pair of shoes to the needy for each pair sold through their non-profit Friends of Toms. The company was founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas, and the concept got a lot of attention and made the shoes desirable. Whether you are telling the story as an affiliate or simply sharing your own business origin story, it can humanize the marketing and help you sell without being pushy because of the power of the origin story. PRODUCT REVIEW: This can be very similar to the Demonstration technique, but the difference is in the context. Whereas in the demonstration you are actively showing your subscriber how to use a product, in the review you are describing your experience with the product in the past tense. It is a more in depth story over a period of time that you used the product. Credible reviews mix in what you liked and disliked about the product or service. This technique is really for affiliate promotions rather than your own products since it is hard to objectively review your own offerings (though you could share a positive review of your product by a third party with your subscribers of course). If you are promoting a product as an affiliate during a big launch, or if there are many affiliates for a product, your candid review can help you stand out from all the competition and get sales. There are of course more ways than these 5 to avoid being too salesy in your email marketing. THE KEY IS TO PROVIDE USEFUL INFORMATION TO ENGAGE YOUR SUBSCRIBERS SO THEY WANT TO BUY INSTEAD OF USING HIGH PRESSURE TRICKS AND TACTICS. EMAIL MARKETING At its core, selling is just a simple process of saying that you have something to offer, tell your prospect what it can do for them and then tell them how to get it. There's no need for dirty tricks or high pressure sales tactics when you've got a straightforward offer that your subscriber wants. You can use email marketing to sell without being salesy. We have more tips PRESENTED BY Source: EMAIL DELIVERED MANAGE > MONITOR MONETIZE %24

How to Use Email Marketing to Sell Without Being Salesy

shared by emaildelivered on Apr 26
A carnival barker or car salesperson need to use high pressure sales tactics because they may not get a second chance to make a sale. But with email marketing you have the ability to automatically fol...



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