What's In It For Me (WIIFM)

When list members receive an email message from you they will often be considering what's in it for them. WIIFM (What's In It For Me) is one of the most important questions in any type of marketing and because of the potentially invasive nature of email marketing it becomes increasingly important that you answer it and answer it well. Fortunately, it also offers the chance to promote products and services, improve conversion rates, and generally ensure that your email marketing is a success.

Consider your list recipients and your target market. In particular, consider how their name came to be on your list and the kind of information they were looking for when they gave their name and email address for you to use. Depending on these factors, you should be able to determine what your readers will be looking for when they receive your email.

Email marketing that is targeted towards recipients is the most effective form of email marketing available. Identify a problem or question that your leads have and then proceed to offer a viable and genuinely useful solution or answer. Get inside the minds of your readers so that you can deliver a more effective email marketing campaign.

Websites and affiliate marketers use email marketing to sell to their list members time and time again. By pre-empting reader's questions and answering them almost before they are even asked you can generate excellent click through rates, conversion rates, and sales figures. Happily it shouldn't take a psychology degree to do it either.