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Email Marketing Copy

by phanio
33 replies
I am having poor results from my email marketing campaigns. Mostly, my emails are going right to junk or spam.

Does anyone have any tips on this subject like "subject line" and "body" text that can get around these filters?

Thanks in advance.
#copy #email #marketing
  • Profile picture of the author Len Bailey
    Hi phanio,

    What kind of subject lines are you using... can you share some examples?

    To help steer clear of spam filters, here are a few tips:

    1. Don't use ALL CAPS, G A P P Y T E X T ... or "alternate" spelling -- if the word is one you think may get your e-mail flagged, just use a different word.

    2. Don't over-hype your subject lines or use extra punctuation.

    3. Avoid subject lines that sound like get-rich-quick schemes.

    4. Check your own junk mail folder -- you'll find plenty of examples of what else NOT to do.

    One last tip: When writing subject lines, don't just think of them as the teaser on the outside of a direct mail promo's envelope. Think of them as the first words in your conversation with your prospect.

    Hope this helps!

    Len
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    Len Bailey
    Copywriter/Consultant
    Feel free to connect on LinkedIn or Twitter

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    • Profile picture of the author phanio
      Originally Posted by Len Bailey View Post

      Hi phanio,

      What kind of subject lines are you using... can you share some examples?

      To help steer clear of spam filters, here are a few tips:

      1. Don't use ALL CAPS, G A P P Y T E X T ... or "alternate" spelling -- if the word is one you think may get your e-mail flagged, just use a different word.

      2. Don't over-hype your subject lines or use extra punctuation.

      3. Avoid subject lines that sound like get-rich-quick schemes.

      4. Check your own junk mail folder -- you'll find plenty of examples of what else NOT to do.

      One last tip: When writing subject lines, don't just think of them as the teaser on the outside of a direct mail promo's envelope. Think of them as the first words in your conversation with your prospect.

      Hope this helps!

      Len
      Len, thanks. I try to say exactly what my email is about. Thus, if I am promoting Unsecured Business Loans - then that is my subject.
      I will look more at my own junk folder and compare that to what gets through to my inbox.
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      Small Business Loans
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  • Profile picture of the author Len Bailey
    Just found this list I believe Rich Schefren compiled a few years back ... It's not a perfect guide, but it may help.

    100 Words to Slaughter E-mails

    1. 100% free
    2. 50% off
    3. Act now
    4. All words that relate to sex or pornography
    5. All words that relate to cures or medication
    6. Amazing
    7. Anything that looks like you are YELLING
    8. Apply now
    9. As seen
    10. As seen on Oprah
    11. As seen on TV
    12. Avoid
    13. Be your own boss
    14. Buy
    15. Call now
    16. Cash bonus
    17. Cialis
    18. Click here
    19. Collect
    20. Compare
    21. Consolidate
    22. Contains $$$
    23. "Contains word ""ad"""
    24. Credit
    25. Dear Friend
    26. Discount
    27. Don't delete
    28. Double your anything
    29. Double your income
    30. E.x.t.r.a. Punctuation
    31. Earn
    32. Earn $
    33. Earn extra cash
    34. Easy terms
    35. Eliminate debt
    36. Extra income
    37. Fast cash
    38. Financial freedom
    39. For only
    40. For you
    41. FREE
    42. Free
    43. Free access
    44. Free gift
    45. Free info
    46. Free instant
    47. Free offer
    48. Free samples!
    49. Friend
    50. G a p p y t e x t
    51. Get
    52. Get out of debt
    53. Hello
    54. Herbal
    55. Hidden
    56. Home based
    57. Hot
    58. Information you requested
    59. Instant
    60. Levitra
    61. Life insurance
    62. Limited time
    63. Loans
    64. Lose
    65. Lose weight
    66. Lower your mortgage rate
    67. Lowest insurance rates
    68. Make money
    69. Medicine
    70. Mortgage
    71. Multi level marketing
    72. Notspam
    73. Now only
    74. Numerical digits at the end
    75. Offer
    76. Online degree
    77. Online marketing
    78. Online pharmacy
    79. Only
    80. Open
    81. Opportunity
    82. Promised you
    83. Refinance
    84. Removes
    85. Reverses
    86. Satisfaction
    87. Search engine listings
    88. Serious cash
    89. Starting with a dollar amount
    90. Stop or stops
    91. Teen
    92. You're a winner!
    93. Undisclosed recipient
    94. Valium
    95. Vicodin
    96. Winner
    97. Work from home
    98. Xanax
    99. Your family
    100. Your own
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    Len Bailey
    Copywriter/Consultant
    Feel free to connect on LinkedIn or Twitter

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    • Profile picture of the author phanio
      Originally Posted by Len Bailey View Post

      Just found this list I believe Rich Schefren compiled a few years back ... It's not a perfect guide, but it may help.
      That is quite a list - thanks for sharing.
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      Small Business Loans
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  • Profile picture of the author Jay White
    I use efiltrate. Not perfect, but it's the best solution I've seen so far to help deliverability.

    Giver 'er a Google and see what you think.
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    Copywriters! Want to Get More Clients and Make More Money? FREE Webinar: www.GetCopywritingClients.com
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    • Profile picture of the author phanio
      Originally Posted by Jay White View Post

      I use efiltrate. Not perfect, but it's the best solution I've seen so far to help deliverability.

      Giver 'er a Google and see what you think.
      Jay, thanks - will check it out.
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      Small Business Loans
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  • Profile picture of the author geegel
    The e-mail headline that resulted in my best conversion rate was something like "About your [company] subscription". It was an upsell offer for a VIP package.

    What you must understand is that e-mail copywriting is a very different beast when compared with traditional sales copy. Bold, action filled headlines will swiftly put your e-mail into the trash bin. Low key, less threatening headlines simply perform better.

    And guess what? There are dozens of such counter intuitive bits to handle. Testing, experience or a good e-mail copywriter are the only ways to deal with this.

    Regards,
    George
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    The Persuasion Expert: Capture. Solve. Create. Persuade
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    • Profile picture of the author openconnect
      Here's my two cents:

      Try to take your mindset out of being a marketer or salesman. When you're sitting there thinking "how can I get this guy to open my email?", you inadvertently end up making a subject that yells exactly that. You instead want to try to place your mindset as the customer. The best way to do this (suggested above as well) is by looking at your own email box. Analyze what gets you to open and what gets you to delete or hit spam. Disregard things from emails you're already familiar with because you open those purely based on that alone.

      I find success in being very open and true in my subject line. I find that honesty and transparency tend to pay off in the end. The worst feeling is when you read a subject of an e-mail, think it's one thing, open it up, and find out it's completely something different. Just for being fooled you instantly get angry and hit "spam". Instead, let them know. That way, if they open it, they're doing so because they are naturally interested in what you are about to discuss in the e-mail content.
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      • Profile picture of the author RickDuris
        1. There are a number of versions of Spam Assassin which you could use to evaluate your emails' spam words and phrases.

        Because it's open source, you can see all of the words and phrases they evaluate against, but it can go into how the email is technically formatted. That makes a difference as well.

        2. You could also use XMailWrite by the same folks who developed XSitePro.

        XMailWrite - XMailWrite

        It's pretty aggressive. I like it. It's free.

        3. If you're still encountering challenges, engage an email technician to see if the email servers you're sending from have been compromised. Hosts have been known to be sneaky and evade the issue. Basically, some spammer probably peed in the pool and everybody on the same server will suffer the same consequences.

        4. To remedy the above quickly, get your own dedicated server.

        5. When I write emails, I send them through 4 filters including the above. And then I do test sends to public accounts like gmail, yahoo. hotmail just to be certain.

        - Rick Duris
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        • Profile picture of the author phanio
          Originally Posted by RickDuris View Post

          When I write emails, I send them through 4 filters including the above. And then I do test sends to public accounts like gmail, yahoo. hotmail just to be certain.
          Rick - Thanks. I do this as well. But, the public accounts I have accept emails from my emailer programs - so they always end up in my inboxes.
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          Small Business Loans
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        • Profile picture of the author JDiNozzo
          Originally Posted by RickDuris View Post

          1. There are a number of versions of Spam Assassin which you could use to evaluate your emails' spam words and phrases.

          Because it's open source, you can see all of the words and phrases they evaluate against, but it can go into how the email is technically formatted. That makes a difference as well.

          2. You could also use XMailWrite by the same folks who developed XSitePro.

          XMailWrite - XMailWrite

          It's pretty aggressive. I like it. It's free.

          - Rick Duris
          I'm a frequent user of XSitePro, but have not used XMailWrite before. I've really benefitted from using XSitePro for my websites, so if that's anything to go by, then XMailWrite has got to be good! Thanks for the suggestion!
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        • Profile picture of the author Len Bailey
          Originally Posted by RickDuris View Post


          2. You could also use XMailWrite by the same folks who developed XSitePro.

          XMailWrite - XMailWrite

          It's pretty aggressive. I like it. It's free.
          Thanks for the tip, Rick. I'll have to check that one out.
          Signature

          Len Bailey
          Copywriter/Consultant
          Feel free to connect on LinkedIn or Twitter

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  • Profile picture of the author AndrewStark
    What the OP didn't say was what service they were using to send the emails, and how the leads were generated.

    You could have a proven email marketing campaign, but if you still it into a free autoresponder and send it out to a list of 1,000,000 names that you just bought for $47 then you're always going to get crap results.

    By asking better questions you will get better answers
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    • Profile picture of the author phanio
      Originally Posted by AndrewStark View Post

      What the OP didn't say was what service they were using to send the emails, and how the leads were generated.

      You could have a proven email marketing campaign, but if you still it into a free autoresponder and send it out to a list of 1,000,000 names that you just bought for $47 then you're always going to get crap results.

      By asking better questions you will get better answers
      Thanks - I use a free program called 'email marketing professional'. Not a bad system but since it is free there is no support and it takes a lot of hands on in working the code behind it. But, it is free.

      I don't buy lists - most are those who have signed up for my newsletter but I constantly get returns (seems more from their servers than them) - mostly they state, "denied as spam" - I think that is from their server or their email program.
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      Small Business Loans
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      • Profile picture of the author AndrewStark
        Originally Posted by phanio View Post

        Thanks - I use a free program called 'email marketing professional'. Not a bad system but since it is free there is no support and it takes a lot of hands on in working the code behind it. But, it is free.
        Invest in a proper third party autoresponder and let them do all the hard work of delivering the e-mail. It's worth the price to get your messages out, and then if you take heed of the other comments you'll be able to make sure you don't end up in the spam box all the time.
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  • Profile picture of the author phanio
    Originally Posted by Reuben Gene View Post

    The best thing you can do for deliverability is to use a solid service such as Aweber.
    Thanks - will look into it.
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    Small Business Loans
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  • Profile picture of the author Raydal
    I think your greatest challenge is the area of your market.
    There are so many spam emails in the loan market that
    getting your legitimate emails through will prove challenging.

    But giving Aweber a try wouldn't hurt since they score your
    emails for spamminess before they are sent out.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author RakKar
    my 3 cents

    focus on the subject - having a solid subject line which gets people opening the email is important. Shouldnt be boring.

    involve your readers - keep your readers engaged.

    Call to action - your call to action should be easily noticeable, users need to be told what to do (eg .. click here now!)

    informational and promotional copy - try not have emails with just promotional copy, its a quick way to burn your list.

    is the email copy you are writing what the user wants to receive?
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  • Profile picture of the author FuNwiThChRiS
    You've got to use human nature (curiosity) to win this battle.

    Good Subject: Man burns thirty thousand dollars, you've got see this...
    Bad Subject: Stock market advice for $19.99 per month
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    Work hard, live a happy life, cherish your family and friends. Be thankful for every day.

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  • Profile picture of the author Vincenzo Oliva
    Try Joe Lavery's "EMAIL Anarchy" course as well as "Response Dynamite" both excellent.
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  • Profile picture of the author dezchamps
    I agree aweber is the most affordable and will check things for you. I tend to open more emails that actually have my 'name' in the subject. I still get fooled!
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  • Profile picture of the author Don Halbert
    I currently use Mail Chimp cause you dont get much more affordable than FREE but one thing...I've got a theory that I believe is one of the biggest downfalls of autoresponders.

    I think that because of all the laws out there requiring email distribution networks to place opt-outs and then they put their own advertising on there including a logo back to their own sites, that this changes the overall guise of the email itself.

    I personally do not like the fact that a simple email that could appear as though its coming from a friend or family, when run through the autoresponders, changes from personal to commercial immediately based on the source. I prefer to send emails from personal computers/home and that way...you can avoid many things.
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    Don G. Halbert - Inbound Marketing & Direct Response Copywriter
    "Someone is sitting in the shade today because someone planted a tree a long time ago."
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    • Profile picture of the author Ross James
      Originally Posted by Don Halbert View Post

      I currently use Mail Chimp cause you dont get much more affordable than FREE but one thing...I've got a theory that I believe is one of the biggest downfalls of autoresponders.

      I think that because of all the laws out there requiring email distribution networks to place opt-outs and then they put their own advertising on there including a logo back to their own sites, that this changes the overall guise of the email itself.

      I personally do not like the fact that a simple email that could appear as though its coming from a friend or family, when run through the autoresponders, changes from personal to commercial immediately based on the source. I prefer to send emails from personal computers/home and that way...you can avoid many things.
      FREE is nice - but mail chimp puts a second call to action in every one of your FREE emails.. I guess you could consider that a FREE kick in the balls, if you'd like. It's not major, just points back to their site, last time I checked.
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  • Profile picture of the author Don Halbert
    it is because most use aweber by default. i admit they are the better of the bunch however it another expense and until you can justify it by having a large list...not worth it in my opinion while you are building the list.

    what are the thoughts on using a service like Mailchimp to simply BUILD your list and then when its big enough...export it to a paid service like Aweber?
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    Don G. Halbert - Inbound Marketing & Direct Response Copywriter
    "Someone is sitting in the shade today because someone planted a tree a long time ago."
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    • Profile picture of the author MikeHumphreys
      Originally Posted by Don Halbert View Post

      it is because most use aweber by default. i admit they are the better of the bunch however it another expense and until you can justify it by having a large list...not worth it in my opinion while you are building the list.

      what are the thoughts on using a service like Mailchimp to simply BUILD your list and then when its big enough...export it to a paid service like Aweber?
      Pretty much every time you move your list from one service to another, the new paid service is going to require your subscribers to confirm their subscription.

      When I moved my lists from Get Reponse to Aweber 4+ years ago, I saw 25-40 percent of my lists (varied by niche) not confirm with the new service.

      So based on my own experiences, I don't recommend going with a free service first and then switching over.

      A paid service can be had for as little as $5/month (Email Aces) so it doesn't have to break the bank to set it up right from the get-go.
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  • Profile picture of the author Don Halbert
    Well then maybe I need to recheck Aweber then if that is the case. Pura vida and thanks Mike I found that useful.
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    Don G. Halbert - Inbound Marketing & Direct Response Copywriter
    "Someone is sitting in the shade today because someone planted a tree a long time ago."
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  • Profile picture of the author Don Halbert
    Just checked and Aweber says they start @ $19/mth and dont offer any packages at $5.
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    Don G. Halbert - Inbound Marketing & Direct Response Copywriter
    "Someone is sitting in the shade today because someone planted a tree a long time ago."
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  • Profile picture of the author mannydas
    Anyone familiar with TargetPro blaster emailing program? Cost, one time $10 membership fee.
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    Manoranjan (Manny)
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    • Profile picture of the author Marsh Mellow
      Thank you for the tips, for Email marketing.
      I am sure I will be using some of them.
      Every little bit helps,
      Marsh Mellow
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  • Profile picture of the author iSoftware
    Let me ask you a simple question.

    When it comes to *RESULTS* - actual, DIRECT RESPONSE RESULTS - have you paid attention to this?

    One thing hardly anyone talks about is the "position", "look" and "frequency" in the copy of the actual link.

    I have boosted CTR's significantly by testing that.

    You can have the best email copy in the world but if people don't click on the link (which goes to another location or BETTER STILL, the *BUY BUTTON*)...it will have been all for naught.....
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