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Email Marketing: The Essentials of Building Trust

Email marketing.

Email marketing is still the best way to reach your customers online. Don't believe any lies you might encounter from time to time.

Email marketing is dead

"Email marketing has become too outdated."

"No one reads their emails."

An email has been a major driver of over $60 billion in sales in the last year.

Building trust is the best way to get a piece of that pie for 2013 for your business. These are some tips for launching an email campaign that builds trust with your readers.

Create a compelling email subject line education email lists

These rules are the same as those for writing a headline in a sales letter.

Your subject line should be a direct invitation to solve your readers' problems. This comes from understanding and identifying their problem.

Take, for example...

Say you're a real estate agent. Real estate is a saturated market. You need to be able to distinguish yourself from other agents.

You are frustrated. Now you sit down and think about what your next move should have been to close a sale in the next 30 days.

Instantly, your iPhone receives an email alert.

You will see the subject line first. Which of the two following would you choose to open?

"Business Advice For Real Estate Professionals"


"Real Estate Agents: 10 Ways On How To Stomp Over Your Competitors"

If I was that agent, I would click the second. This leads us to the next point...

Provide invaluable assistance.

Your email body should be concise, short, and to the point. It should be concise, clear, and offer immeasurable assistance to the reader.

This is the place where you don't need to be focusing on your business. Instead, you should be giving empathy advice. Use value statements to get right to the point of your reader's needs.

Your voice should sound natural and as natural as possible.

Draw a picture, tell a story, and let your reader see what you are trying to convey.

In between your advice, make sure to include validating promises such as

"This will make your real estate genius."


"This is what will make you a leader within your industry."

End your email with a call-to-action.

This is where your business will be promoted but in a subtle manner. Include a P.S. Include a P.S. at the end of every marketing message.

Take, for example,

"P.S. "P.S. Click this link to sign up.

Sign-up links are where you send your reader to your website to buy your program, seminar or whatever else you have to offer.

It can also be found in other markets, not only real estate.

Don't try to sell your business in the body of an email. You don't want the message to be perceived as spammy. Emails that are perceived as spam can result in unsubscribers. This is not what you want as an email marketer.

These are some more tips for creating an email that is memorable:

Mobile device-friendly emails should be made.

- Medium-sized fonts are best. To highlight specific features, use bolds, underlines, and italics.

Use company colors and logos for branding purposes

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