April 24th, 2013 by tobin
Our tip of the week this week comes from our Postmaster, Brendan Dubbels. This tip is less a how-to and more of a warning. Because there is a plague among us… and it could affect YOUR email deliverability!
“Massive amounts of testing is used every day to determine what landing page, form, email, arrow, logo, headline, copy, etc will get the best ROI. Because of this, it’s become commonplace for gurus and entrepreneurs alike to offer their highest performing copy and pages to their affiliates in order to squeeze as many sales out of them as possible.
While this is an understandable tactic for those looking at the bottom line – they might reconsider when they see hundreds of people using the same copy and methods to promote the same product.
Why is this bad?
In email marketing your online reputation – your product, messages, and IP’s reputation – is only as good as its weakest link.
Email service providers (Gmail, Yahoo, etc.) are implementing “email fingerprinting technology” to target those using content borrowed from or shared with poor mailers (spammers). They know when you’re sending the exact same offer as someone else and they judge you for it. The major problem here is that while the email service providers know who is sending out similar copy, you, as a mailer typically don’t.
Why does that matter?
Well, if another mailer is spamming the messages – you’ll find that your ability to reach the inbox will only be as good as theirs.
Using that swipe copy may have gotten you an additional 5% conversion rate… but consider the fact that your mailing didn’t reach your entire email list because NOW you look like a spammer.
Now consider if you had mailed copy that you had wrote, which drove users to a blog page where you pitched the affiliate product or even reviewed it. Your mailing and domain reputation would remain positive, setting up you up for enduring and lasting success.
The future and success is home for the charismatic, energetic, INDIVIDUAL entrepreneur. Greatness is not achieved by plagiarizing others.”
And now Brendan gets deep:
“As an exercise – next time you sit down and are tempted to use swipe copy to run an affiliate promotion I want you to consider the swipe copy a presentation, given on stage by another marketer.
Now, read over the copy, and open up a blank document. Pretend this document is where you’ll be making your presentation and you’re going on just 5 minutes after the previous presenter.
Is getting up on stage and pitching the exact same thing in the exact same way a good idea? NO! Writing an email is the same thing. So, rather than just using the swipe copy flat out – read it and then write your copy improving on the swipe piece by piece. Be different, be individual, and write in your voice. You may not realize it but your list will become attuned, and look forward to, to your writing style and voice – and that’s irreplaceable.”
Swipe now, pay for it later? What do you think?
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