Managing Your AdWords – Utilizing E-Mails
Get your customers to stay with you three times as long by using email correctly. Email is the most personal way to contact someone on the internet. Using email you can build trust and create and a whole business based on your personality, and sell to your clients repeatedly.
Discussions about AdWords are not complete without talking about how to make a lasting relationship out of that costly fraction-of-a-second click. When a person clicks on your Google ad, you are charged fifty cents no matter what happens next. If that person stays on your page less than 5 seconds, he is out of there and you most likely won’t see him again without another costly click.
Holy Cow! At fifty cents for 5 seconds of time, that figures out to be Six hundred dollars an hour. That could depress you if you look at it that way. But, if you can get this guy’s email address, you can have correspondence with him regularly for no significant additional cost. If you have a One thousand dollar item to sell what is more likely for you to get from him: a One thousand dollar order or his email address?
The more complex your sales process; the more important it is to break it up into bite-sized steps.
The Strength Of Your E-Mails Is Centered On Being Personal.
Run-of-the-mill advertisers have little respect for the personal nature of e-mail. They don’t realize how easy it is to turn off otherwise receptive prospects to their message, just by violating that.
When you are composing your emails write as is you are talking to one person, unless you are writing to a group where each member knows the other members. Writing to a crowd when your email is addressed to individuals is that last thing you want to do. Speak to your client, an individual.
1. A “From” Field that Shows You’re a Real Person
If a personal approach works for the actual text of your e-mail messages, chances are that same principle will apply to other details in your e-mail. Such as your “from” field, for example. Consider the different impressions these “from” lines create:
Bill Kastl
William Kastl
William D. Kastl
Nakatomi Corporation
William D. Kastl, Nakatomi Corporation
Nakatomi Sales Department
Bill Kastl, Nakatomi Sales
You want to be warm and personal without looking like spam. This is a challenge because spammers are themselves always trying to make their messages look like they’re from some forgotten old friend. The key is to say something that is so specific to their particular interests they know no spammer would ever come up with it.
Choose your “from” field so that your clients can identify with you and stay with you.
2. A Provocative Subject Line
The context of your email is what will spell success or failure for your email. The subject line will work, not because of a standardized copywriters rule, but because they say something about what a targeted group of people are interested in at that moment.
If we showed you generic examples of e-mail subject lines, it would be almost impossible for them to not sound like spam. So let’s take examples from a specific context that you understand: Google AdWords
When Google is NOT the Best Way to Get a Customer
Are Google Employees Spying on You?
Google’s ‘Don’t Be Evil’ and all that
Five Insidious Lies About Selling On The Web
These headlines do not assault the reader with cheesy-sounding promos, but they do hint very strongly at a story. They provoke curiosity rather than scaring people off.
I am sure that you have definitely come across advertisements that read: "1,000,000 email addresses for $29.99". And these bulk mail companies can even offer you these names in a CD at your doorstep....
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