The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd Edition

To-Do List

• Do not spam.
  You don’t need to. As long as you’re honest and understand the CAN-SPAM Act, you’re good! If you are using your e-mail list to build and maintain your trusted network and your trusted community, then give them reason to trust you. Ask yourself this question: Are you informing your network that you really do have an offer that would benefit them if only they were aware of it? If the answer is yes, then send it.
• Provide a significant WIIFM.
  You always need to keep in mind that whether it’s paper, electronic, e-mail, or website text, or a brochure or cover letter, you have to convey a strong WIIFM to prove to your customer that there is a good rate of return on your value proposition.
• Remember the 1.54-second and 5.0-second rules.
  Remember, you only have 1.54 seconds to hook your customers and convince them in the subject line that they should invest their time and effort in reading and comprehending your proposition. Remember, also, that even if you persuade your prospect to keep reading, you only have 5.0 seconds in the first sentence to get them to read the rest and not hit the delete button. Your messages have to be clear, concise, and understandable in these two allotted time frames.
• Segment to maximize conversion.
  This is really about testing. You have to test your WIIFM, your 1.54, your 5.0, your images, and your layout to see what works for your customers and what doesn’t. It’s about understanding how your trusted network thinks, and figuring ...