AdWords Management – Using E-Mails

Use e-mail correctly, and your customers will stick around three times longer. It's the most personal online medium there is. With it you can sell to your customers again and again by building trust and creating an entire business around your own unique 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?

When your sales process is more involved, there is a greater need to divide it into more manageable steps.

The Power Of Your E-Mail Lies In 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.

You need to write to the person as one person. Unless the person you're writing to is part of a group where he or she personally knows each of the other members, then the last thing you want to do is write as though you're talking to a crowd. Talk to your customer, an individual.

1. A "From" Field that Shows You're a Real Person

It is likely that if the person-to-person style was effective in the body of your email, than it will also be effective in other aspects of your email. For instance, in your "from". Think about the different feelings these "from" lines evoke:

Bill Kastl

William Kastl

William D. Kastl

Nakatomi Corporation

William D. Kastl, Nakatomi Corporation

Nakatomi Sales Department

Bill Kastl, Nakatomi Sales

Be genial and intimate while avoiding the "spam" look. This can be challenging because people who create spam always try to give their messages the appearance of a message from a familiar friend. The solution is to include an item so pointed to their individual interests that a spammer could not have thought it up.

Pick a "from" field that your customers will understand, and stick with it.

2. A Provocative Subject Line

The key aspect of email is that the success or failure of it is all about settings. The subject line of your e-mail works not because they adhere to copywriting rules and formulas, but because it highlights the particular interests of a specific set of people at the right time.

If we showed you generic examples of e-mail subject lines, it would be almost impossible for them to not sound like spam. So let's take examples from a specific context that you understand: Google AdWords

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Google's 'Don't Be Evil' and all that

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The subject lines don't blare at the reader with cheap promotional verbiage, they are suggesting to the reader that there is a tale to be told. They intrigue them instead of repelling them.