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Friday, March 21, 2014

Why Your Book Marketing Emails Fail


Your book marketing email is sure to fail most of the time, no matter how well you write it, no matter how great the offer is.  But you only need a certain percentage of favorable respondents to make the email campaign a success.

So why do 75%-98% of recipients never buy from you?

1.      The email bounced back and is no longer good.  Emails change every day – update your list.

2.      You emailed the wrong person at an organization.  The HR secretary may not be as good as hitting the manager of training and development for a book about improving your sales skills.

3.      You contacted the wrong organization.  A pool cleaning company doesn’t need a parenting book.

4.      Your email was picked up by a spam filter.

Ok, this may already doom half of your list.  Let’s continue.

5.      You didn’t make a clear call to action.

6.      Your call to action was rejected because you didn’t show why it was necessary.

7.      Your offer is nothing exceptional and perhaps a lousy one compared to others.

8.      Your email had errors in it.

9.      Your email looked unappealing – font, color, images, length, margins.

10.  The person reading your email is an intern, assistant or spouse who can’t fully appreciate what you wrote and thus it doesn’t get forwarded to your intended recipient.

Ok, we’re not done yet.  But you get the point.  Any number of factors – alone or in conjunction with one another – can and will lead your mass email campaign to rejection.

But, for the emails that make it through to the right person and they take the time to open them, how will you influence them to take an action step?

First, read my earlier post on creating the perfect book marketing email (http://bookmarketingbuzzblog.blogspot.com/2014/03/creating-perfect-book-marketing-email.html).  

Second, embrace the following pointers: 

1.      Know what your reader’s point of view is and craft an email that supports or challenges it.

2.      Determine how you’ll write to people you don’t know.  How can you address their concerns, fears, or suspicions?

3.      Decide what your reader needs to know.  What is the most important point?

4.      Think about how you’ll organize your email.  Map it out so you see in which order you introduce certain bits of information.

5.      Consider that your email will be read on mobile devices.  How will this impact what you present?

6.      Examine how descriptive you are.  Are you vague or specific?  Are you wordy and confusing – or concise and clear?

7.      Read your email for a tone check.  Are you abrupt or polite?  Are you casual or professional?  Do you sound energized or unenthusiastic?

8.      Is your email too long or too short?

9.      Do you state early on why you are writing to them and how you know them – or why you reached out to them, even if a stranger?

10.  Do you avoid repetition of phrases or words?

11.  Use words the recipient will understand.

The secret sauce to crafting great book marketing emails is really this: Avoid all of the obvious mistakes and groom your mailing list.  Once you get past all of the filters and holdbacks, your email will be read and if it makes a decent offer it will be acted upon.

Good luck!



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Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer, Media Connect, the nation’s largest book promoter. You can follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2014.

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