Six Components of Internet Direct Mail
Internet direct mail is gaining increasing popularity. It allows marketers to reach a broad audience at a limited cost. Most email marketing messages are simply designed and contain the following components.
1. The From Line
The from line is like a return address on an envelope. It identifies you as the sender. Some marketers think the from line is unimportant, while others say it is critical. The important thing to remember is that if the receiver does not recognize your name or company in the from line they probably won’t open your email.
Internet users have a universal fear of opening messages that contain a virus. They would rather delete your message instead of risk ruining their computer. So if you are emailing to a rented list, it is good idea to use the list owners name in the from line, especially if the list owner has a good relationship with his customers. If you are emailing to your own house list, put your name in the from line.
2. The Subject Line
The subject line is critical. It plays a huge role in whether or not your email gets opened or trashed. The subject line is the equivalent of an outer envelope teaser on a direct mail piece or the headline of an add. It should seize the reader’s attention, arouse their curiosity and give them incentive to open your message. However, your subject line should not be overly promotional as it will turn readers off and cause them to promptly hit the delete button.
Your subject line must tell readers who you are, what you do or both. Avoid trying to be clever, deceptive, or overly bland. Don’t write “Hello” or “We need your help” in the subject line. Headlines like that do not give the reader any motivation for opening your message.
Keep your subject lines short. Most email boxes can accommodate subject lines of no more than 60 characters. So get your message across in the fewest words possible.
3. The First Paragraph
In the first paragraph give a condensed version of your message. Tell the readers what you offer, and the benefits it provides. Then provide a URL they can click on that will take them to a web page or online order form.
This will accommodate the internet user with a short attention span. Many people only spend a few seconds on each email. By giving a mini-version of your sales message in the first paragraph, you enable prospects to know exactly what you are selling, what are the benefits, and why they should be interested--all within the first few lines.
4. Body Copy
Your body copy should expand upon the first paragraph, describing the features and benefits in more detail. This will accommodate the reader who wants more in-depth information before making a buying decision.
Be sure to offer solid information in your copy. Hype-filled sales letters and bold, unproven claims won’t work on the internet. People want information and lots of it. So give it to them.
Be specific. Instead of claiming that your company is “the best” or is dedicated to quality. Tell them why you are the best. Offer solid information and proof that supports your claims.
When writing for the internet you should aim to strike a balance between hard sell and information. As you attempt to ‘sell’ the reader you should also educate them. This will build their confidence in you and your product.
Your tone should be helpful, friendly and educational. Get your most important sales points across quickly. Your key benefits should be presented within the first screen, or shortly after. If people want more information they can scroll down for it.
Be sure to include a response mechanism at the end as well as at the beginning of your message. That way, those who are in a hurry and only want to read the first few paragraphs can respond immediately. And those who want to read the whole message can continue to do so and then click on the response mechanism when they are finished.
5. The Response Mechanism
By far the most popular response mechanism is the embedded URL. If you do not include a URL in your message it can cut your response rate by 50% or more.
The embedded link is usually designed to take the reader to a website or order form. Always, always send the reader to a page specifically designed for the email offer. Do not send prospects to your homepage. If you do, they will get lost and confused as they try to figure out how to respond to your email offer. Your goal should be to make it as easy and convenient as possible for readers to respond.
Another response mechanism, which is gaining increasing popularity is to include a reply device in your email. The reader simply fills out the form and hit’s the reply button.
Some marketers even pre-fill the reply device with the recipients name, address, phone, etc. All the reader has to do is hit send.
Always include a phone number, address and fax number in your email. That way, people who don’t like to do business over the internet can still get in touch with you and order your product.
6. Opt-out Language
Internet users are extremely sensitive to Spam. Thus it is mandatory that every email you send includes an opt-out statement.
As a sender, let readers know you respect their privacy. Tell them that if they would not like to receive any more emails from you all they have to do is hit the reply button and type “unsubscribe or cancel in the subject line.”
Always honor opt-outs immediately. Including an opt-out statement is one of the golden rules of the internet.
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