Sell More With Email Part 4
Want to sell more with email?
The good news is this - to sell more with email does not require major changes or spending oodles of money.
In fact, you can sell more with email by making very small changes to the things you are probably doing already!
That's good news because everybody is busy and we all want the maximum return for our time investment.
In today's video I share one simple change you can make today that will create ...
- Many more opens
- More clicks
- More sales
Not bad for one simple change!
Take a look. If you like it, share it!
Prefer to read? Here is the enhanced transcript for your convenience.
Hi. This is Charlie Page, and I want to share with you how you can sell more with email, Part Four.
There are many ways to sell more with email.
I teach over 30 of them to my students.
Today I want to share a subtle but powerful email marketing trick that will help you get more opens, more clicks, and more sales, and those are good things.
It has to do with Google's email preview line. Here is what it looks like.
This is just one line from my email this morning, the standard Gmail interface. Take a look at the three red arrows.
Okay, as you can see, there is a sender. There is a subject line, and a preview line. We're gonna look at that again in just a minute.
Everyone knows how important a subject line is.
You see articles, and videos, and books, and webinars about how important the subject line is.
But most people miss how important the preview line is, and how to make it powerful.
Let's look at how it works.
We'll look at an example of the preview line being done well, and how you can begin doing this right today.
Here's what my inbox looked like this morning. Now, I don't know if you're old enough to remember this or not, but the names have been changed to protect the innocent.
I've blurred out who all the people are sending me the email. But look at the red box, and look at the yellow box.
- The red box is the preview line.
- The yellow box is the subject line.
So notice those red and yellow boxes. Red, preview. Yellow, subject line.
The preview line is automatically generated by Google, based on what you write.
They take it from the first line of your email message. A lot of people miss this.
They don't make the first line of their email message strong enough, and so their preview line is weak.
This is why the first line of your email is so important.
The preview line will often determine if your email gets opened, or filed, or deleted. Both filed and deleted are bad.
Opened is good. I just want to make sure we're on the same page.
Here's a very good preview line. Take a look at the big ole red arrow.
Don't do this as the subject line. See how short that is?
This is the second lesson of higher email conversion.
Today, I'm gonna show you the next important step that is very good.
The reason it's good is that it draws you into a conversation. Today I'm going to show, and then whatever you want to say after that.
This is a very good opening line, so you should model it, and use it today or tomorrow.
Never steal anyone's subject lines, but do model.
This is why subscribing to top email marketers is smart. You learn, you emulate, you improve.
This is how I learned. It's how everybody learns.
So how can you use this idea in your business?
Start writing your emails in a reverse pyramid.
Now, the reverse pyramid idea's a whole separate video and lesson, but I want to show you very quickly what it is.
Newspaper writers were taught how to do this very well, back in the day when newspapers were coming to the fore, and they were our main means of news.
That's a long time ago.
We think our lack of attention today is new, but it's not.
Books from the 1940's and 50's teach writers that readers are in a hurry, distracted by modern life, so they adapted and they improved, and they began writing in a reverse pyramid, and so can we.
Here is what the inverse or reverse pyramid looks like.
You see here at the top it's the most newsworthy information. This was created for news writing. But it applies to email. It applies to blog posts.
It applies to pretty much everything you do that includes words.
Your most newsworthy information is at the top, and you can use the who, what, when, where, why, and how formula to determine what to say there.
Then the important details follow, and then the other background information follows that. So it's an upside down pyramid.
The idea is to simply lead with your best content, instead of building up to the point.
Now, this is the opposite of how we do things in the real world.
In personal conversation, we build up to what we want to say.
We chit chat a little bit. We make small talk, and then we get to the point. Even in business phone call communication, you find that rhythm happens most of the time.
When people just blurt out what they want, when they call, sometimes people find that a little rude or brusk. In email, we don't have that luxury.
We must make the point at the top of the email, and then elaborate the details for those who keep reading.
You can't force anyone to read your email. All you can do is woo them into reading your email.
And the way you do that is you make an interesting subject line, and an interesting preview line.
Take a moment to look at this video again, if you want to, or make some notes.
If you use this, your email will become more effective, and that is a beautiful thing.
If you like this, please find a sharing button and share this video while you're thinking about it.
This is Charlie Page. Thank you for being here. I hope you have a great day.