Email Persuasion Book Review
Author: Ian Brodie
Publisher: Rainmaker Publishing
Format: Paperback & Digital
Email Persuasion by Ian Brodie
Ian Brodie, in addition to being author of this book, is a marketing speaker and coach. He teaches consultants, coaches and online business professionals how to build their businesses using effective marketing systems and strategies. In this book, Ian turns his skills towards the ins and outs of email marketing.
The basic principles behind Email Persuasion are building credibility and trust with potential customers and clients using timeless techniques and strategies.
Ian opens his book by introducing us to email marketing and why using it is still as effective today as it has always been by drawing parallels with traditional off-line marketing methods. He then goes on to explain that before attempting to start any emailing campaigns we need a thorough understanding of our ideal customer or client by capturing their persona in as much detail as possible and analysing the information gathered, via a process he calls ‘Customer Insight Mapping'.
We then move on to the importance of building a list of subscribers as a valuable business asset and how to go about creating a list in the ‘correct way' through the use of a lead magnet. Ian describes in some depth what makes an attractive lead magnet and what are some of the most effective methods of presenting an opt-in form for tempting subscribers to exchange their email address for the valuable information contained in the lead magnet.
Having built a list of subscribers, Ian explores strategies for getting emails opened and read, covering subjects like reader engagement, the pros and cons of double or single opt-ins, the design of compelling subject lines, importance of being able to read emails on all devices and he even looks at the timing and frequency of sending emails.
Having covered the fundamentals of list building, Ian opens up the discussion by looking at how best to write emails for engagement and persuasion, by developing a natural unique voice and writing in a conversational tone. His advise? … to be entertaining as well as sharing information and to ask for small actions that lead to positive outcomes.
The subject of turning subscribers into paying clients is covered next, warming up readers for the sale using ‘know & feel' factors and following up with ‘call to action' link. Asking for the sale is not a matter of how frequently it is done, more how it's done and here Ian says that ‘little and often beats big and infrequent'. He explains the benefits of using email campaigns that focus on a single objective over a defined period of time, a method particularly effective for webinar registrations.
Next in line is the use of autoresponders, their advantages and how they can be used for automating email sequences. An example email series is used to illustrate how to plan an autoresponder sequence based on an overall goal or objective.
Ian continues with his advanced techniques by offering some strategies for list segmentation to increase responsiveness, such as emailing subscribers based on interests, engagement level or in response to previous behaviour.
The science of influence is discussed next, covering three major factors; understanding our ideal client's motivation, the principle of clear and effective communication and the use of the psychological tools of persuasion.
As with any online marketing technique, measuring and testing everything we do is of the utmost importance and in the latter pages of “Email Persuasion”, Ian looks at the basics of how to measure and test the individual elements of our systems. He also looks at the different types of email marketing technology that is currently available and what we should consider when deciding upon which technology we use to aid us in our marketing endeavours.
In the final chapter, Ian offers his opinion, tips and suggestions on how best to implement what he has been teaching throughout the book and also offers up some recommendations for further study.
Email Persuasion is and easy to read, yet comprehensive book covering a wide selection of techniques and strategies that can be used in email marketing. What I really like about Ian Brodie's approach is that each chapter concludes with a summary and action points, which can be applied immediately to an existing business or used to construct and hone a new business.
Like many publications today, this book comes with an additional online reference facility which allows the reader to access additional supporting material, such as emails templates, bonus videos, training resources, etc.
I hope you have enjoyed this review of Ian Brodie’s Email Persuasion, and if you find this review interesting, do leave a comment below. Also if there is a particular book that you think may benefit a review here on IMBookReviews, then please feel free to suggest it below and I will consider it for inclusion.
Onwards and upwards,