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43 entries from May 2008

How To Write a Powerful Call-to-Action

In this article Constant Contact's Amy Black provides these tips on how to get your readers to take action when they receive your emails:

Know exactly what you want them to do. If you don’t know what you want the reader to do, they certainly won’t know. Do you want them to:

  • Buy something? 
  • Sign up for a service?
  • Read an article or get more information?
  • Visit your website or store?
  • Make an appointment?
Make your call-to-action:
  • Visible – If your CTA is buried in the middle of a lot of copy or only found at the very bottom of your email, your reader may not see it. Your best bet is to include your CTA in a number of places in your email—right up top, somewhere in the middle, and at the end.
  • Clear – If your reader is unclear about what you are asking them to do, they aren’t going to do it. Have a friend or colleague read over the offer to make sure it’s easy to understand.
  • Compelling – Put the benefits right up front and show and tell why this is an offer they can’t refuse! Also, use action-oriented phrases like "buy now" and "call today."
  • Urgent – Give your readers a certain time period in which they have to respond. Setting a deadline is a proven way to boost response.
  • Repeat the offer on the webpage you link to. This tip is mostly for people who want a reader to purchase, or sign up for, something. For starters, link directly to the page where the reader can take the action you’ve asked them to take. When they get to the page, make it easy for them to remember what you are asking them to do by repeating your call to action.

Source: Constant Contact

Need help optimizing your email marketing results? Get in touch!

What Makes a Relevant Email?

There are several tactics you can take to increasing e-mail relevance, all relying on marketing ingenuity and information contained in your customer database. These tactics can be broken down into six key elements that characterize relevant e-mail, and are guaranteed to increase customer engagement and e-mail productivity.

  1. Segmentation - Why broadcast an e-mail campaign if you have the ability to target specific audiences? Use the data you have on customer demographics, preferences, location and behavior to segment individual groups who share the same attributes. Your audiences will be smaller but far more qualified and responsive.
  2. Personalization - You would be surprised how many companies are not even marketing to customers on a first-name basis. Use the customer data you have to personalize the content based on profile, attributes, location, status, preferences and behavior.
  3. Lifecycle management - Is the customer new to your business, a loyal shopper or no longer active? Being able to key your messages to a person's place in the customer lifecycle will help you refine your programs and optimize retention efforts.
  4. Triggers - Whenever possible, your e-mail marketing should include programs that are driven by customer status and behavior. There are applications that enable you to automate these programs, ensuring consistency in the way you handle welcoming new customers, up-selling certain products or following up with those who abandon their shopping cart.
  5. Interactivity - Indulge your customer's curiosity and feed her need to be entertained. Include a clear call to action as well as interactive elements that engage customers, such as a preference center, survey or information links. Always leave the customer wanting more.
  6. Testing and measurement - Understand the impact your e-mail program has and how to improve it by employing valid control groups, A/B testing and any available metrics.

Relevance isn't easy. It requires a confluence of customer data, targeting tactics, marketing expertise, process, and technology. But as an email marketing strategy, the impact relevance can have on both customer engagement and profitability makes it worth the effort.

Source: DMNews

Need help optimizing your email marketing results? Get in touch!