AdWords Management - Using E-Mails
Kirt Christensen
Use e-mail correctly, and your customers will stick around three times longer. It's the most personal online medium there is. With it you can sell to your customers again and again by building trust and creating an entire business around your own unique personality.
Discussions about AdWords are not complete without talking about how to make a lasting relationship out of that costly fraction-of-a-second click. When a person clicks on your Google ad, you are charged fifty cents no matter what happens next. If that person stays on your page less than 5 seconds, he is out of there and you most likely won't see him again without another costly click.
You are paying 50 cents for five seconds of this guys time-WOW, that works up to be $600 per hour! That way of looking at it could be depressing, but, if that individual leaves their email address, you can correspond with them on an ongoing basis for a fraction of that 50 cents, or for free. With a choice between buying your $1,000 product and giving you his email address which is more likely? You can still sell him your product later.
When your sales process is more involved, there is a greater need to divide it into more manageable steps.
The Power Of Your E-Mail Lies In Being Personal
Run-of-the-mill advertisers have little respect for the personal nature of e-mail. They don't realize how easy it is to turn off otherwise receptive prospects to their message, just by violating that.
It is essential to write as an individual. The exception is, if you are writing to someone who is a part of a group where each member knows the other members. Otherwise always compose your emails on a personal vein. Speak to your client, one person.
1. A "From" Field that Shows You're a Real Person
It is likely that if the person-to-person style was effective in the body of your email, than it will also be effective in other aspects of your email. For instance, in your "from". Think about the different feelings these "from" lines evoke:
Bill Kastl
William Kastl
William D. Kastl
Nakatomi Corporation
William D. Kastl, Nakatomi Corporation
Nakatomi Sales Department
Bill Kastl, Nakatomi Sales
You want to be warm and personal without looking like spam. This is a challenge because spammers are themselves always trying to make their messages look like they're from some forgotten old friend. The key is to say something that is so specific to their particular interests they know no spammer would ever come up with it.
Select a "from" field that will cement your customers to you.
2. A Provocative Subject Line
The context of your email is what will spell success or failure for your email. The subject line will work, not because of a standardized copywriters rule, but because they say something about what a targeted group of people are interested in at that moment.
If you were shown a common a common cross section of e-mail subject lines, you would find it impossible to distinguish them from spam. Therefore we need to talk about a subject you comprehend: Google AdWords
When Google is NOT the Best Way to Get a Customer
Are Google Employees Spying on You?
Google's 'Don't Be Evil' and all that
Five Insidious Lies About Selling On The Web
The subject lines don't blare at the reader with cheap promotional verbiage, they are suggesting to the reader that there is a tale to be told. They intrigue them instead of repelling them.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When you need an adwords consultant, he's the man!
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