Web Copy That Sells, 3rd Edition

PUT THE COMPETITIVE EDGE INTO YOUR E-MAIL MARKETING

Forrester Research analyst Jim Nail underscored how important it is for e-commerce players to use e-mail to create a dialogue and deepen intimacy with customers in order to maintain the response rates that e-mail marketing often enjoys. He emphasized the importance of starting slowly and gradually building rapport, which allows you to gain additional personal information that in turn helps you fine-tune your marketing and sales message.

Creating a dialogue, deepening intimacy, and building rapport take us back to frame-of-mind marketing and the importance of knowing your prospects’ and customers’ frame of mind. Once you’ve identified and written down all the aspects of your own list members’ ...