Internet Marketing Digital_marketing_for_dummies | Page 287

benefits they receive for doing so. For example, OfficeVibe, a Software as a Service (Saas)
company that helps managers measure the engagement and satisfaction of their employees,
sent an email to their subscribers with the subject line, 38 Employee Engagement Ideas,
which clearly states the benefit the subscriber will get by opening the email. The opposite
of a benefit subject line is a warning subject line. For example, OfficeVibe also sent an
email to its subscribers with the subject line, 11 Statistics That Will Scare Every Manager.
This subject line type should be used sparingly, but, when appropriate, it can be very
effective.
Scarcity subject lines
Scarcity subject lines cause subscribers to feel that they may miss out on something
important if they don’t open the email and engage with it. For example, Home Depot sent
an email to its subscribers with the subject line, Hurry! Labor Day Savings End Tonight to
encourage subscribers to take advantage of its Labor Day sale before it was over.
Writing body copy
Copywriting isn’t a formula, but an art. It’s also true that through some formulaic
chunking, you can create email copy quickly and effectively.
This chunking method is based on the answers to the questions that we list in “Answering
four questions,” earlier in this chapter. By breaking your copy into four major chunks and
allowing each chunk to answer one of the questions, you can ensure that your copy
addresses the major points you’re trying to cover.
Each chunk of copy should have one link. That way, by the time customers read the entire
email, they’ve had all their questions answered and have been given multiple opportunities
to find out more by clicking a link.
Here’s how we recommend that you chunk your email:
Introduction: In this section, answer the question “Who cares?” by showing customers
that they should care about this promotion and why.
Body: Next, help your reader to answer the question “Why should they care?” by
explaining the proven benefits or results of the product or service.
Close: The close of your email is a great time to answer the question “Why now?” Tell
customers, if it applies, that they have a limited time to engage with the promotion.
P.S.: A postscript is a fantastic place to answer the question “Can you prove it?” by
sharing social proof such as a testimonial, positive review, or story of a customer
whose life has been changed by the product or service.
Include a link to a relevant place on your website in each chunk of the email. It’s