How to get 60% up to more brides responding to your emails (Part 1 of 2)

September 23, 2017 by Terry Lewis

Have you ever sat down in front of your computer, sent an email to prospects and heard crickets?

This use to happen to me as well until I incorporated The 4 Essential Keys into my email marketing and in so doing, I increased my response rate by 60%.

Messages I use to write had a disappointing reply rate, because of the poor copy writing skills I applied; I call those my ‘Emails to DEBRA.’

The super-responsive emails I write today are a massive contrast, and more often than not go onto build a two way relationship that moves prospects further down my sales funnel; and I call these my ‘Emails to BECI.’

DEBRA and BECI are of course both acronyms…

Deletable Subject Headlines

DEBRA’s inbox fills up on average at a rate of 125 messages a day, so she’s trained herself to evaluate the appeal of incoming mail based on the subject headline FAST. Within just 3 seconds DEBRA will decide if your message is worthy of an ‘open’ or ‘delete’ action.

An example of a Deletable Subject Headline is ‘Brides Book Me Today’ or ‘Wedding Supplier For Hire’. Bland, uninspiring titles will never motivate DEBRA to click open. You see DEBRA only cares about the success of her wedding, not filling your booking calendar. She is looking for a service provider who can offer irresistible benefits in the subject headline on how to solve her wedding planning problem.

They say do not judge a book by its cover, but assuming your subject headline is the book cover to your email, this could not be further from the truth. If your subject headline cannot pass DEBRA’s 3 second test, make no mistake, it will be deleted. In fact you are no different to DEBRA on this because this is also exactly how you manage your incoming mail…

Emotionally Dead Content

You have to get inside your prospects head and join in the conversation they are already having with their partner and others planning their wedding. You need to know what what your prospects desire most then empathise with their needs, wants and aspirations and position your wedding experience as the perfect solution.

Bland Copy

Let’s assume you pass the 3 second test and your email gets opened. If your message is beige and blends in with all the other uninspired messages DEBRA receives, your email will end up in trash.

An example of boring unappealing copy are emails that:

•Speak about ‘me, me, me…’

•Sound cheap.

•Focus on features.

•Try to sell to everyone.

Rushed Sales Pitch

One of the surest ways to expedite an email to the delete folder is to shout “Hey buy my stuff right now, it does not matter you know next to nothing about me!”

You have to build a trusting emotional relationship with DEBRA before you pitch her. Go in with a booking proposal way too early and you will get rejected. Think of your sales funnel as a dating process – create an attraction, and a strong belief you can be everything your prospect wants you to be, before trying to book her. If you try to go from 1st to 4th base by missing out 2 and 3, DEBRA will find it too big a gap and she will run you out!

Awful Call To Action

Always conclude by telling your prospect what you want them to do next. I did not have to fish around my inbox too deeply to find a brilliant bad example. The following extract came from the promoter of a basketball team. His newsletter was so ineffectively written it had no call to action at all! This is how he chose to close it…

“Four Van Beest points gave Leopards their biggest lead of the game at 47-31 with four third period minutes remaining, and they went into the final break with a 55-43 lead. A 10-0 run from the visitors made it a five point game with 79 seconds on the clock but Margai and England junior international Evan Walshe stayed cool at the foul line to wrap up the win.” That was it! NO direction on what to do next, nada!! A better ending would have been: ‘The countdown is on to our next game this Saturday. Don’t miss your chance to get tickets for an exciting family day out at www.xyz.com so you can watch the thrilling fast paced match, packed with excitement and suspense.’

In next week blog I will give you a template you can use inside your wedding DJ business to get up to 60% more brides responding to your messages.

About Terry Lewis.

  • The Author of the popular book ’12 Habits of Successfully Booked Up Wedding Suppliers’. Available on Amazon
  • A 6x Wedding Award Winner, including Best Wedding DJ in England
  • Judge for The Wedding Industry Awards
  • Mentor & Coach
  • Speaker

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Terry Lewis Terry Lewis (22 Posts)

Terry Lewis Biography 2009 I started my professional wedding DJ career. 2011 – 2014 I won 6 Best Wedding DJ Awards, including Best Wedding DJ in England. During this period I also became a preferred supplier at more than 50 venues from Mayfair in London to the suburbs. And had the honour of performing at international weddings. 2015 – Date I sit as a judge for the Wedding Industry Awards (the largest and most respected in the UK), and as a condition of accepting the role, I am no longer permitted to compete. 2015 I began my keynote speaking career at BPM Birmingham run by Mark Walsh & Eddie Short. Since then I have given motivational and educational talks at DJ associations such as NADJ and for leading Wedding Industry Networking groups. 2015 To facilitate my role as a mentor and coach, I launched a new company called Wedding Marketing Mastery, and created a world class 1-1 training program. It’s built from the ground up and designed to oversubscribe a wedding suppliers business at above average fees. 2016 I published my 1st book ’12 Habits of Successfully Booked Up Wedding Suppliers’ – Available on Amazon and read from London to Sydney. About my training I realised that to get above average results in the DJ and wedding industry, you need to help those you serve, get what they want to get. If you can do this in a remarkable way you will succeed in any endeavour. About me I am a father to four children and 2 step children. I am in love with my wonderful partner Julie whose support I could not do without. We love travel, entertainment and fine wines! I am also the co-founder of The GAAP Orphanage Foundation, our work helps orphans and abandoned children in Africa.


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