January 3, 2013

3 tiered fountainSee the previous posts on Modern Email Marketing and Hot Headlines for the basics on creating compelling email marketing that is targeted and personalised, with an obvious, compelling call to action. The content of your email is not sufficient to make your potential customers take action, however. You also need to design your emails so that they are visually appealing and make it easy for your prospects to understand both the information you’re sending them and what they’re supposed to do about it.

Keep them moving

When someone receives your email, they should be able to immediately grasp the highlights of your offer. The headline and a short list of 3 – 5 bullet points should tell them all they need to know. If the basics of your offer can’t be explained in 3 – 5 bullet points, refine your offer until it can be. The rest of the email and landing page can explain the bullet points in more detail. If the prospect likes the highlight of your offer and needs no more convincing, they should be able to easily see how to progress to getting that offer. Use call to action buttons in easily visible colours, with active verbs. When they click on the button, ensure that they are sent to a targeted offer page that describes exactly what you emailed them about, rather than sending them to a generic web page or catalogue. Make it as easy as possible for the prospect to move forward at every step of the sale.

Simplify delivery

If the prospect follows through on your offer, whether it is to sign up for a mailing list in exchange for a free ebook or report, or to actually purchase a product, continue to make the delivery as easy as possible for them. If they are getting an information product such as an ebook, make the download link clearly visible and obvious in your follow-up email. Save any further offers for smaller print after the download link. If they are getting a physical product, confirm the delivery date, delivery method, and any tracking information they will need to monitor the status of their shipment. Any further offers for additional products should be after the delivery information – or in a follow-up email sent after they have received the product.

Highlight options

If you are emailing existing customers about updates to products or services, or new products or services that may work well with their existing products or services, don’t deluge them with information. Create a list that shows a picture of each product or service, with benefit-driven headlines and a summary of the new features or offers. Your prospects can quickly scan the list to see what they might be interested in, and then click on individual entries in the list to get more information about just that product, service, or feature.





Sean McPheat

Managing Director

The Internet Marketing Academy



(Image: MorgueFile)

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