A Critical Rule for Emails that Don’t Chase Off Prospects

You’ll want to avoid this worst-case email marketing scenario:

You spend time thinking about and crafting a compelling email offer. But when it hits your prospect’s inbox, their eyes glaze over, and they hit “delete.”

Leads generated for follow-up: zero.

Follow this important rule to craft emails that will entice your prospects to read and click, and that will deliver you leads ripe for follow-up:

Write in Plain English

When you use buzzwords you may think you’re writing in English, but you’re not. You’re writing in “jargon-ese.”

Consider this email I received recently:

It takes more than just well-placed keywords and a few pieces of content to improve your marketing ROI with inbound. Our new white paper, Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing, teaches you how to incorporate inbound into a larger group of marketing tactics and get explosive results from channels like social media blogging and SEO.

Even some marketing experts may need a translation…

...and more importantly, the reader needs an explanation of what he gets if he acts on the offer. And in a world of email overload, lack of clarity and confusion sends your email straight to the trash.

What if the email said this instead?

Marketing makes money for you and your company. (When it’s done right, that is.)

But too many businesses waste money on marketing… they invest money in it without knowing how to get the most out of it.

Learn some easy ways to boost the impact of your marketing (and dramatically increase your return on investment while you’re at it.) Read the new white paper, Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing.

Get it here, now!

See the difference?

Both of these emails include the same offer: to download a white paper about marketing. But only one of the emails resonates with English-speaking human beings (which we’re guessing comprise the bulk of your local prospects).

Translate Your Message from Jargon-ese

You won’t always be able to avoid jargon--certain phrases (like “business development” or “return on investment”) are so common they’re part of the language these days.

But you can still offer your prospects a simple, clear, and understandable way to act.

The next time you craft an email offer, ask yourself: “Will all of my potential readers understand my offer and how to get it?”

If the answer is anything but a definite yes, do a rewrite. Your email may be scaring off your prospects (even the ones who speak jargon-ese) by forcing them to work too hard.

On the other hand, if you write clearly and use words anyone can understand, you’ll get a lot more clicks…

...and a lot more leads ripe for follow-up.

{Photo Credit: liz west}