According to the marketing company ExactTarget, 77% of Internet users prefer to receive advertising messages via email. Moreover, 66% of Internet users ever made a purchase by reading an ad in email. Short-sighted marketers may think that e-mail remains a gap in the wall of advertising deafness of consumers. But they will spend in vain time and money if they start mass sending advertising letters to all email addresses that come to hand. Thanks to the anti-spam filters of mail providers, users will not even see most of their emails.

Moreover, your subscribers will no longer respond to emails if you rely on aggressive advertising without taking care of the content of the commercial offer. What needs to be done so that the commercial newsletter sells and users do not unsubscribe from it? Information on this can be found below.

 The unenviable fate of selling letters
The unenviable fate of selling letters
What does an email seller sell?
Most marketers can create marketing emails. They write catchy headlines, attach attention-grabbing pictures, use calls to action in the text and seek users to go to the site. However, many experts forget that email does not sell a product when it comes to a more or less expensive product or service.

An email is one of the elements of a chain leading to a transaction. The task of email is to attract attention and engage a potential client in the conversion scenario. If you do not trade in impulse demand products, your emails should sell conversions to the site.

Firstly, this approach protects you from unsubscribing and spamming. You do not offer the client to immediately buy something, but invite him to become familiar with the product. This significantly reduces the number of negative reactions. Secondly, by providing transitions to the site, the seller gets the opportunity to work with “heated” consumers. Unlike the "cold" audience, they are actively interested in the proposal received in the letter.

The advertiser sells the transition to the site. Issue price - discount on leisure goods
The advertiser sells the transition to the site. Issue price - discount on leisure goods
Where is the deal
Buying a more or less expensive product, every sane person wants to get information about it. He must compare the properties of the goods with his needs, find out about the conditions of delivery, price, after-sales service. He wants to see an alternative.

The client is looking for information, getting to the site of the seller. Therefore, the effectiveness of email-mailing depends on what exactly the potential buyer will see after clicking on the link. In this case, we are not talking about the quality of the landing page. Of course, the landing should have an attractive design, strong headline and a call to action. In short, the page must be selling. For example, such:

Landing page
Landing page
But the seller must remember that the buyer does not go to the site in order to see a masterpiece of design art, a direct response copywriting sample or an aggressive CTA. The client wants to know what it is and under what conditions you offer him. He will certainly not take a few minutes to check the terms of sale of similar products by other sellers. The buyer will accept your offer only if it is interesting to him, and the terms of the transaction suit him. And you can break into a cake, changing selling texts and testing new design options for landing, but buyers will go to competitors if they don't like your offer.

How to sell using email: an action algorithm
In order to effectively sell via email, you must provide the conditions for effective interaction with potential buyers on the site. After that, you can do the creation of selling letters. Finally, you need to take care of email addressing.

1. Effective interaction with customers on the site
This link of the algorithm is the basis of successful sales through the mailing list. It consists of two parts. First, make sure that your offer is profitable for the client. In no case do not start with the price - dumping will cost you a lot of money sooner or later. Provide benefits at the expense of product quality, service conditions, additional benefits. Use loyalty programs for regular customers, try first to offer consumers new items.

Second, make sure the customer sees the benefits of your offer. Describe in detail the properties of the products, emphasize the benefits that the buyer receives. Give a potential customer a choice. Do not regret resources for high-quality landing pages. With the help of landing pages, get from visitors the desired actions: deals, subscriptions, or at least go to the information sections of the site.

2. Creating sales letters
As noted above, the selling letter must sell the transition.user to the site. The most important elements of the letter are the topic name, title, visual appeal, call to action. You should not overload email with a detailed description of the commercial offer and a story about the reliability of the seller. Make sure that your emails can be read by the owners of mobile gadgets. Use adaptive layout. This guarantees not only reading, but also a response to letters from mobile users. Address mailingSend letters only to users who in one way or another confirmed their interest in receiving your messages. Collect email addresses of customers and partners. Stimulate visitors to your site or blog to subscribe to the newsletter. Get leads with subscriptions from social networks. Be sure to allow users to unsubscribe. This reduces the likelihood of a negative reaction to your letters. Ask unsubscribing respondents to indicate the reason for not wanting to receive your information. This will help you correct marketing campaign mistakes. Can you turn a subscriber into a client using email? E-mail remains one of the most effective tools for disseminating commercial information. Using email newsletter, you can count on deals. However, the effectiveness of the campaign depends not only on the quality of sales letters and the availability of a loyal respondent database. The seller must take care of the competitiveness of the product. In this case, subscribers will often receive offers and become customers.