How to create a winning Business Email
By Andrew Middleton, Marketing Data Ltd
The Call To Action is one of the most important parts to getting high results from your email marketing and unfortunately Click Here seems to be a popular choose and at the same time the worst!
Things to consider when looking at your call to action:
1. The actual action you want the customers to take
2. The wording and phases you use
3. The appearance and presentation of the text, image, and location – very important
Here are some strategies to help increase the responses:
1. Make your offer clear
2. Make sure the call to action is clear
3. Use clear text to make the call to action stand out, don't be too wordy
4. Links Links, Links – make it easy for the reader to click through
5. Professional images and a clean look
1. Make your offer clear
Just like when you are cold calling you have about 20 seconds to grab the clients attention it's the same when sending an email the first few lines will be the deciding facture if the reader clicks on your email or not. That's why "Click here" fails. Its also very important to consider the subject line, as this is your opening line.
The click is the basic unit for measuring the click-through rate, a common measure of success for an email campaign.
2. Make sure the call to action is clear
Generally when you are sending an email campaign its going to senior decision makers who not necessary have the time to read lengthily emails so its important that the call to action is clear.
The call to action should explain the benefit the reader will get, by taking the time to read on or to click through to the landing page. Marketers who are using email marketing to sell a product or service should use the call to action to encourage the reader to move forward in the sales process, for example order now and receive 25% off.
Remember:
You need to tell the reader what to do and what benefits they will get by doing it.
It helps to have more than one link to your landing page on your email creative to help encourage the reader to take the call to action.
3. Use clear text to make the call to action stand out, don't be too wordy
Though having mainly links is a good idea you need the reader to click on these and the easiest way to have a reader click on your links to make sure the text and call to action are clear and stand out.
Make action links/text bold and stand out, this will help attract the reader to the call to action.
Try slightly larger and bold font for the call to action compared to the body text in the creative.
4. Links Links, Links – make it easy for the reader to click through
Readers will click on domains, product names, imagines etc, within the email creative, so having these links become as important as the call to action, whichwill increase your total CTR.
The easier you make it for the reader to click on a link the more likely they will click on your link.
The product or service name, your company name, head lines and images should link directly to the landing page that is relevant to the creative or call to action.
5.Professional images and a clean look
A good impression must be made once the reader opens the email otherwise they will just delete it, this happens mostly to heavily text emails, that's why is best to use professional images to grab the readers eye and to get them interested in your email. Start your email creative with an image (avoid just using your logo though its good to have company logo on the creative) followed by the call to action making both links to your landing page.
Remember:
Readers click on logos, product text/imagines and brand names, so don't forget to make these into links. It really puts readers off if they can't easily click on your email.
Images can be blocked by email clients and it does happen a lot and wont drop but increase though don't worry the readers can still download the imagines but its always a good idea to send a text version email as well, though not necessary. Its also important to include alt tag text, so in case the image is disabled the reader can still see what is meant to be there.
Increasing your Open Rates for Email Marketing
The Email Subject Line
The subject line will determine whether the email will be opened or not, making the Subject the single must important element. Always try to personalise the subject line, based on the individuals interests, maybe past purchases, etc.
The from Line
The from line should be immediately recognisable, This also helps to increase the open rates. Its also important to remember never hind your identity. Always comply with the email legislation and check them before any email campaign for updates.
Professional Creative's
Its all about confidents for the individuals, its highly likely that these individuals haven't heard of your brand so a professional and clear looking email creative will help build the trust.
Content Quality
The content needs to be compelling to grab their attention. Give them a benefit to read on or to click to your landing page
List quality
Of course its always been the case in conventional direct mail that the quality of the list is important. The same applies to email marketing, Remember though choosing the right target audience is also important as you could have the best list of individuals who only take Sunny holidays but if you are only selling skiing holidays, it wont work!.
Frequency
Mailing too often will drive your open rates down. On the other hand, mailing too infrequently could mean that you do not achieve enough brand awareness, which, in turn will also lower your open rates.
Timing
Time of day; a of the week; and best times of the year are all things to consider to send out your e-mails, as these do effect the success of your campaigns.
Marketing Data Ltd specialists in Business Lists, Consumer Mailing Lists and opt-in Email data lists and strongly believes that marketing and communicating to new customers is paramount for the success of your business. Having accurate and good quality Business lists, Consumer mailing lists and opt-in Email data lists will raise your brand awareness and motivates sales when correctly used. Our experience in this field has already proven to be invaluable to our clients.
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