If you utilize e-mail well, you can keep your customers with you 3 times as long. What is the most personal way to contact someone on the internet? Email is the answer. By using email you can sell to your customers over and over again, by forging a trusting relationship and making a business opportunity based on your individual personality.



Google AdWords discussions are incomplete without a conversation about how to turn that costly millisecond click into a long lasting relationship. When an individual clicks on your AdWords ad, you pay 50 cents regardless of what happens afterward. If your potential client only looks at your page for a few seconds then leaves, chances are you won't see him again unless you pay again.

Fifty cents for five seconds of someone's attention-dang, that's $600 an hour! Kind of depressing if you look at it that way. On the other hand, if that person gives you her e-mail address, you can communicate with her on a regular basis for little or no cost. If you're trying to sell a $1,000 product, which is easier to get from your prospects: a $1,000 order or their e-mail address?

The more complex your sales process; the more important it is to break it up into bite-sized steps.

The Effectiveness Of Email Use Relies on Being Personal

Ordinary advertisers have diminished understanding of the intimate qualities of email. They don't grasp that by violating that intimate quality they can drive away prospective clients, ones who might otherwise have been receptive.

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

Consider that if speaking to an individual in the text of your message is working than think how to apply that to other areas of the email. How about your "from" field. Look at the different impressions that these "from" lines make:

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.

Choose your "from" field so that your clients can identify with you and stay with you.

2. A Provocative Subject Line

The most important thing about e-mail is that its success or failure is all about context. E-mail subject lines work not because they follow standard copywriting formulas but because they tap into what specific people are interested in at a particular time.

If I were to show you ordinary samples of email subject lines, it would be virtually impossible for them not to sound like spam. So lets get a specific subject that you will understand: 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

These headlines do not assault the reader with cheesy-sounding promos, but they do hint very strongly at a story. They provoke curiosity rather than scaring people off.