November 1, 2012

Baby chewing on Direct Marketing GuideWhen the original email marketing strategies were first created, people received few emails, and read all of them. People who have been relying on original email marketing strategies have seen their response rates plummeting, and lower and lower conversions to sales. However, many Internet marketers are not content to rely on existing strategies, and continuously test their emails to find better strategies. As a result, these are the email marketing strategies that work best with modern Internet marketing.

Make the email worth reading

Modern consumers get a large number of emails, many of which make wild claims. Their scepticism prompts them to approach each email looking for reasons to stop reading. Does the subject line of the email sound like it is relevant to issues the person cares about? If not, they’ll stop reading. Does the headline of the email match what was promised in the subject line? If not, they’ll stop reading.  Is the first paragraph interesting and attention grabbing? If not, they’ll stop reading. At any point during the email, if you raise the bar too high for the effort required to continue relative to perceived value, they’ll stop reading.

Make the email simple and straightforward

Modern marketing emails are usually coded in HTML, allowing full-page graphics, multiple images that can be clicked on, and a high degree of interactivity. Unfortunately, this does not produce higher conversion rates from consumers. Instead, they are confused by the high number of choices, and choose not to do anything. Emails that look like glossy catalogue pages or web sites will be rejected, as will emails that take too long to read and understand. Ideally, your email will take less than 30 seconds to read, and contain a single call to action, although the same call to action can be repeated in multiple places in the email.

Make the landing page the same but different

Consumers who have clicked on your email to be directed to the landing page expect that they will be seeing new information and be presented with a new action. Simply repeating what you already said in the email will cause people to abandon the landing page without taking action. However, you need to establish continuity between the email and the landing page. They should use the same colours and fonts, and reiterate the reason why the consumer came to the landing page in the first paragraph, preferably in the first two sentences.

Make your email highly targeted

What is relevant, interesting, and worth taking action on will vary widely among the people on your email list. The more you can segment your list, the more you can target your email precisely to their needs and preferences. By focusing on a specific market segment, you can make sure that your presentation and call to action are perceived as having high value for the amount of effort required at every step of the process.





Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: MorgueFile)

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