Before you begin writing any e-mail promotion , it’s important that you sit down



And clearly map out your offer. Do not skip this critical step.

You want to make sure that you have all the details of your offer sitting in front of

you before you start writing , because you’re literally going to be plugging this

information into a formula. And if you want it to flow together nicely, you need

be focused on the “big picture" – the overall structure and layout – when you are

writing … not scrounging up the details as you go.

You’ll need to prepare answers to the following 10 questions in advance:

1.What action do you want your readers to take?

Promotions that focus on a single offer will pull much better results that

promotions that include several offer.

2.How will readers benefit from responding to your call to action?

Benefits are an extremely important component of your e-mail promotion,

because it’s the benefits that push the readers to follow up through on your

call to action.

3.How will create urgency in your offer?

Urgency is critical because it’s what compels your readers to act TODAY

rather than put it off with the intention of “coming back" another time.

4.Does your offer include NUMEROUS compelling benefit or just one?

If you need to communicate multiple benefits, you may want to write copy

that includes bullet point, which allow you to cover information quickly

in a small space and keep the text “scannable" by maintaining lots of

white space .

5.How long should your copy be?

Once you’ve decide how many benefits your letter will include, and which format

you will be presenting it in, you’ll be able to decide on letter length.

6.What links will be included and where should they appear?

If you’re including a link to your web side , you need to make sure

that it doesn’t appear too early in the letter. You call to action

with your link should appear after you’ve presented your benefits

and created urgency.

7.Who is the audience you’re targeting?

It’s really important that you decide this in advance, because the more

personal you can make your letter , the more sales it’s going to generate.

8.Who is e-mal coming from?

This should be an easy decision – you should ensure that all of your e-mai

promotions come from the same person within your business.

9.What contact information will you provide?

The last paragraph of any e-mails you send should include a contact e-mail

address for anyone with questions. Always remind your readers that you’re

a real person.

10.What “extra" benefit will you include in your P.S.?

So it’s a good idea to include an effective P.S. that either restates the biggest

benefit of your offer or includes a “bonus" grabber benefit that isn’t

mentioned in the body of the e-mail.