How to write an e-shot

Email marketing includes newsletters, 1-2-1 emails, autoresponder messages and e-shots. A newsletter should provide useful, helpful and interesting material about your enterprise. If you’re interested in newsletters – here is an article entitled ‘How to get more newsletter subscribers‘.  An e-shot, on the other hand, is selling something (i.e. a product, service or seminar place).

Rule 1: Always write e-shots for specific target markets
Here is an article on market segmentation  Think about the person (within the target market you are aiming at) who will receive your e-shot. If you were that person, what would your issues be (in relation to the products / services you are marketing)?

Rule 2: You live and die by your headline
The email subject line is the gateway to the rest of the e-shot. If it is boring / irrelevant / pushy / un-targeted you have lost the game before it starts. If you spend half your time honing a perfect headline, this will be time well spent.

Rule 3: The email must look like a 1-2-1 email (i.e. from me to you)
Because it will be more likely to be opened and read.

Rule 4: Use the AIDCA copywriting model
Within the AIDCA copywriting model, A = Attention = your headline. In the case of e-shots, the headline = the Subject line within the email. Questions are always good within headlines, as a question engages the reader’s brain, doesn’t it? Always write at least half a dozen headlines and then choose the best one. Here is a separate article on AIDCA.

Within AIDCA, I = Interest = the product or service you are marketing. Ensure that this is mentioned towards the start of the e-shot.

By the way – write short sentences. They are easier to read.

Within AIDCA, D = Desire = an offer. Any offer beats no offer. Avoid discounts if you can. Instead, offer more value.

Within AIDCA, C = Conviction = proof, i.e. a testimonial from a happy customer.

Within AIDCA, A = Action = a Call to Action. Prompt the reader with clear directions regarding the next step you want them to take. Always offer alternative forms of contact, i.e. “either reply to this email or call us on…”

Always include a PS (yes, even in an e-shot).

Rule 5: Print out the e-shot and edit it
Because you will probably find typos and mistooklies.

Rule 6: Send test copies of the e-shot to yourself and an eagle eyed proof reader before it goes out
See Rule 5.

By the way – be very careful about sending out bulk e-shots as your email address can be blacklisted.

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I wish you all the best with your marketing.

Written by marketing consultant, trainer, speaker and author Nigel Temple.