EFFECTIVE EMAIL MARKETING AND THE ART OF A COMPELLING CALL TO ACTION
Email marketing can be a powerful and captivating marketing tool. When done right. Or it can be a total waste if you end up in the spam or junk folder or in the trash.
Prospects and customers get inundated with marketing messages and information all day every day. You better believe they get overwhelmed with email. In order to be seen, your message has to stand out. You only have one shot to capture the interest of your prospect. You have a mere fraction of a second to grab their attention as they glance through their inbox. It’s not difficult, but there is an art to getting it right.
From our experience, there are four keys to effective email marketing:
- Accurate, actionable contact data
- Unique, eye-catching design,
- Killer copy,
- Compelling call-to-action.
That’s why we’ve created a four-part series on Effective Email Marketing. This is the fourth and final article in the series.
THE ART OF A COMPELLING CALL TO ACTION
You know your prospects and customers are bombarded with marketing messages constantly. All day every day. Their inbox is full. You’ve written killer copy and you’ve got unique, eye-catching creative. Your data is top notch – accurate and actionable data. It will all be for nothing if you forget to include a persuasive call-to-action. Your words should be powerful and specific, compelling your prospect to take the next step.
How? It’s quite simple. Decide what action you want prospects to take. Then tell them to take it. Very specifically, very clearly, very simply, very succinctly and definitely unmistakably.
- Be specific. Use actionable language and give very specific direction. Tell them exactly what you want them to do. Use action-oriented verbs that direct behavior. Some examples:
- Click here and take our survey now.
- Learn how to future-proof your IT infrastructure and download the free e-book now.
- Score a Samsung Galaxy tablet and schedule your meeting now.
- Schedule a demo by clicking this link.
2. What’s in it for them? Tell your prospects how they will benefit by following your call-to-action. Why should they take the action you want them to take. Make the benefit super clear.
3. Create a sense of urgency. Your prospects are busy. They’re multi-tasking. Yours isn’t the only email they are looking at. There are a lot of distraction out there online. In order to keep your prospects focused on following your call-to-action, make it time-sensitive. Use deadlines if you can. When deadlines aren’t relevant, add words that create an element of urgency such as “now” or “today.” Some examples:
- Download the white paper
- Score a Samsung Galaxy tablet and schedule your meeting Only while supplies last.
4. Make it big and obvious. Over-obvious even. Create a clickable button placed in a super obvious, prominent location in your HTML. Try to keep it above the fold. Ensure no one misses it. Give it some contrast in design. Don’t let it fade or blend with the rest of the email. Give it shadows and borders. Make it pop off the page.
Follow these steps and your email marketing results will surely be impacted with more clicks and conversions.
This is the last email in the four-part series on Effective Email Marketing. It’s part art and part science and we’ve really fine tuned it over the last eight years. If you need some help with any of these key elements (accurate contact data, unique design, killer copy, or a compelling call to action), don’t hesitate to contact us.
Click here to schedule an discovery call or a demo of the data to learn more: https://calendly.com/launchpaddata