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ARTICLE
BIGGEST MISTAKE EMAIL MARKETERS MAKE
I recently asked a group of marketers this question : “ When you send an email to your list , what ’ s your # 1 goal ?”
Some of the answers I got were …
• To get readers to open it
• To get readers to READ it
• To give some useful info
• To build rapport
• To sell a product Those are all good answers … But they ’ re also all WRONG answers . Of course , you want them to open the email , read the email , build some rapport , maybe give some useful info , but none of these are your primary objective .
So , what is ?
To get the CLICK . That ’ s it . Everything else is simply in support of that # 1 goal , getting them to click the link you send to them . Ideally , you want to train your list to click your links like ( pardon me here ) mind-numb robots .
You want them to click automatically - without thinking - because it ’ s what they always do when they open your emails .
You don ’ t need to sell the product – the sales page or video you send them to should do that for you .
You don ’ t need to tell them everything about the blog post you ’ re sending them to – the post will do that for you . Your job is simply to get the click . So how can you improve your click-through rate ? 1 . Give great information . People will like you and TRUST you if you give them great info that helps them . Clicking the link is just a natural extension of that .
2 . Show them the ‘ what ’ but not the ‘ how .’ You might give them a really useful tip on what drives super targeted traffic , but to learn how to do it they need to click the link . And yes , that link goes to a product you want them to buy . You haven ’ t sold the product in the email , but you have sold them on the method . The product is simply an easy shortcut to using that method to get the result .
3 . Don ’ t always send them to sales letters ; send them to fun stuff , too . Show them your blogposts , your videos and even other people ’ s stuff now and then .