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Email marketing has become a monster. The good kind and the bad kind of monsters. Setting aside the issue of spam, which should be punishable by months served in prison, most newbies to the email marketing landscape wonder what the right number is. Here's something that's been proven, and the coincidences of which are NOT LOST ON THIS GUY...since my entire income is derived from this very practice. But statistically it takes between six and eight exposures of a new product or service for a person to yank out the old Visa card and make a purchase thinking that they are making the most informed purchasing decision. Last time I checked, the number between six and eight is seven. Hmmm. Let's count these then...fear, greed, vanity, lust, pride, envy, and laziness. That's also seven. The Seven Deadly Sins. These are the emotional hot buttons that if properly tapped into, sell products and services like crazy! (Trust me.) These powerful emotions, should be tapped into your email marketing efforts without calling too much attention to them, of course. Use them as a road map to an architecture of your campaign. Treat each as a target and then let a benefit of whatever it is you happen to be selling feed into that emotion. Weave your benefits THROUGH these emotions as if the benefits were DESIGNED to answer that very need the potential buyer had. Use them as a way to roll over objections and appeal to the buyer in ways he or she is incapable of escaping. That's EXACTLY what I do every single day. The real trick is learning how to do it so that it becomes invisible. Learn that and your email marketing campaigns will do what mine do. Done right, it's a deadly way to get what you need your campaign to accomplish. (Sorry, I had to go there.)
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Kevin Browne is a former Creative Director and Senior Copywriter at agencies including J Walter Thompson, McCann Erickson and Young and Rubicam. Kevin now runs TABinteractive where he shows web owners how to FINALLY make ridiculous, and consistent online sales at www.tabinteractive.net/communcation.html
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