If your promotional emails exhibit any of the three following techniques, your marketing campaign will not achieve its full potential.

Avoid selling the product in the email

The primary goal for your email should be to build up the reader's expectation about a product; you want to pre-sell the product. Attempt to generate some excitement and curiosity. Once you have the reader's interest, send them to the sales page for the actual sales pitch.

If you focus on creating a positive attitude towards the product, you should see more qualified people visiting the sales page. They will already have some initial interest in the product so selling to them should be much easier.

Avoid using too much hype in the email

Even if you're excited about the product, you should try to stay away from including too much hype in your pre-sell. Over hyping a product in an email will cause it to sound artificial, which will lower your clickthrough rate. You want to build up just enough interest in the product to get the reader to follow your link to the sales page.

It's ok to display genuine enthusiasm, as long as it's sincere, to prevent your email from being boring, but be sure not to over do it. You don't want your email to sound artificial in an attempt at making your wording sound more energized.

If the product you're promoting will befit your readers and you truly believe this, you should be able to convince them without useless hype.

Take the time to properly format your email

I really can't stress this enough. You may consider this to be obvious, but it's surprising how often I receive a promotional email that is full of poor grammar and spelling mistakes. These emails quickly find their way into my Deleted folder.

I think it's safe to say that everyone has access to a spell-checker these days, so take the time to use one. You should also proof-read your email several times before sending it out; even get someone else to read it through.

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About the Author

Sean Kenaston is the senior editor of No-Nonsense-Marketing.com; a website that offers the information you need on Internet marketing without all the hype and nonsense.