Email has resulted in a revolution in marketing-an explosion in 
messaging.

For some it is a god-send, a technology and a method that allows 
people to sell products and services quickly and effectively.

For others, it's a doomsday machine, a spam filled mailbox filled 
with angry mail from people who will never again be customers.

Website Conversion Expert Dan Lok says you have to learn several 
special techniques before you can truly leverage and make maximum 
use email -- the Internet's wonderchild.

Here are some of the Dan's most important keys to successful 
email marketing campaigns:

1. Get Permission. Use web page sign up forms or post card return 
cards, but get permission in a valid way. Create and offer 
incentives for people to sign up online to receive value-added 
information.

2. Target carefully and make it relevant. Send only relevant 
email to opt-in subscribers. Develop and give people what they 
wanted and what you promised. Don't send email that is outside 
the scope of what was promised to people who opted in. Target and 
segment your subscriber base and tailor your messages to specific 
demographic characteristics.

3. Your Subject Line is Critical. Don't make it look or sound 
like spam. The purpose of the subject line is NOT to sell, but 
just to get people to open the email, that's it! Be careful of 
the words you select. Check your email against a spam checker to 
see that it doesn't contain words that will automatically result 
in deletion.

4. Use your personality. Talk in the first person. Develop your 
persona as a friend or as an expert. Define your persona based on 
your customers' needs and desires and based on professional 
behaviors.

5. Don't sell. Advise, advise, advise. Offer value-added problem 
solving information, advice, tools and help. Use email to get 
people to use your email as a reason to call you or visit your 
web site. Offer people more of what they like to build and your 
personal relationship and their satisfaction and your personal 
connection with your customer.

6. Create a single, clear and benefit laden call for action. 
Focus on getting people to take one action. Don't offer more than 
one action. Identify the action clearly and persuasively and 
track the results. Get them to click and go to a relevant landing 
page to net them to take further action.

7. Create a life-cycle campaign. Design a program that results in 
you sending out four to six messages over a six to eight week 
period. These recurring campaigns can be created in advance and 
operated in a totally automated fashion.

8. Use triggered email. Design and set up automated email 
campaigns so that when clients order product or sign up for items 
or request information online, that a suite of email messages are 
then sent to them periodically automatically.

9. Use email to get them to Click! Keep the email short - no more 
than 3 or 4 pages. Relate first paragraph to subject line. Drive 
people to a web page and then close the sale, don't try to close 
the sale with an email. Don't mention price or cost in email. The 
purpose of the email is to PRE-SELL, not to sell. Again, it's to 
get them CLICK, then go to your web page. Then you can do the 
selling there.

10. Comply with CAN-SPAM Act requirements. Send from a valid 
address. Respect all remove requests promptly. Never send a 
second email to someone who has requested removal.
 

Dan Lok is widely known as "The World's #1 Website Conversion 
Expert!" But what do you care? Well, if you rush over to his 
site... I think you'll come to your own conclusion that he's the 
real deal when you see how much FREE (yet extremely valuable!) 
profit-producing info he's giving away. Check it out now at: 
http://www.WebsiteConversionExpert.com