5 Tips from Gary Halbert that we could apply to email marketing
Dec 9, 2022
Gary Halbert is one of the most prolific copy writers of all time. His copy has sold billions of dollars worth of products and his newsletters have reached legendary status.
So here are some timeless tips from him as applied to emails...
The most important thing is all of email marketing land is to get the email delivered and opened.
The original quote goes... “The primary and most important thing in all of Direct Mail Land is to get the envelope delivered and opened.”
This means that it is not all about writing the email. It means that we have to keep the deliverability high. the reputation of our IP addresses high. That means we dont misuse and never increase the frequency beyond what we had promised when we collected the email from our users. This means noticing when people are not opening emails and possibly removing them from our lists.
The timing of the email is everything.
The original quote uses a great analogy...
“It’s a matter of timing. Selling is like seduction. If you ask a woman to go to bed with you, whether or not she says ‘yes’ is largely a matter of when you ask her.”
If you send the email at the wrong time, it will get buried in the deluge of email and spam. In advanced use cases you can even automate the time of sending based on the user's timezone and other criteria. Day of the week maters as well. You can look at your previous emails and figure out what day of the week has the most opens historically and at what time.
Never play games
Authenticity sells. Authenticity is easy. you have nothing to hide and people buy from you eventually based on trust. No trust, no sale.
“Selling is not yelling. Selling is not tricks.”
Don't make it weird
The original quote... “PASSION… Let your excitement and enthusiasm spill out all over the page. Don’t hold back. Put that pen to the page and RAVE!”
Formal emails that talk to a crowd from a stage instead of to a person and address their fears and excitements and dreams will fall flat in most cases. This is because no emotion is transferred. People buy not just on logic but also based on emotion.
Learn from others
“Get yourself a collection of good ads and DM pieces and read them aloud and copy them in your own handwriting.”
We should have a swipe files on all email copies. For example, Typeform has some brilliant customer lifestyle emails. The website https://reallygoodemails.com/ is a great resource to learn from. They have a collection of more than 5,000 emails from great companies to study and learn from.
If you are looking for a way to send emails at 1/100th the cost of MailChimp, we have created a simple tool that send your emails through Amazon SES. You can use it at just $20 per month and send emails at just $1 per 10k emails as against Mailchimp's $200 per 10k emails.