Marketers spend a lot of time thinking about how to get new customers. We publish content, tease it through social channels, and we offer knowledge free in exchange for a prospect's email address, but are we making the most of our efforts? Milestone Marketing is one effective approach where you break your campaigns into simple milestones. "Make them make small commitments," says Jason Swenk, a digital agency coach and advisor.

Swenk advises people to not put too much information into their emails, suggesting a simpler approach that gets their attention. "Most people are using the wrong models for their newsletters. They look at Ogilvy, Grey, or Moxie, but those companies already have the people coming to them. It's not a similar situation," says Swenk.

Swenk's Tips for Email Success

1. Simplicity rules. "Big long newsletters are focused on you and not your client. Focus on the person you're going after. Forget fancy design and multiple entry points. This approach favors plain text emails that look like they came from a friend, the subject lines are lower case," says Swenk.

2. Ask questions around their problems. "I work with agencies so I think about the language my clients use. Look at how agencies speak. They use terms like 'scope creep' or 'the client going dark'. I take the terms, and then I can ask questions around those challenges. The biggest thing is asking questions around their challenges. I find a certain challenge, and I'm helping them think about it."

4. Start with a Pattern Interrupt - "You want to do the opposite of what people are thinking. Here's an example... Stop! This is not what you think. This is not a sales pitch. When you do this, you will get their attention."

5. Truly help and don't sell in your emails. "I see too many email marketers try to close the deal way to quick. It is like pitching marriage on the first date."

6. Always have a call to action. "You want to make sure that you tell them to do what you want them to do. Hint, be careful to only have one call to action. You don't want them to have to make two decisions."

Published on: Oct 5, 2015
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