Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Debra Ellis

The Integrated Email

By Debra Ellis

About Debra

Email marketing is the most effective way to increase sales, improve service, and keep customers coming back. Getting the most out of email campaigns requires an integrated strategy that crosses channels and motivates people to act. “The Integrated Email” provides realistic solutions and best practices for navigating the land mines of spam filters, short attention spans and increasing competition that marketers face today.

Debra Ellis is a seasoned direct marketer specializing in using integrated strategies to keep customers coming back and buying more. She is the author of several marketing guides and the Multichannel Magic blog.  She can be reached via email (below), on Twitter, Google+, LinkedIn and Facebook

 

Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Marketing Sustainably

Chet Dalzell
Should USPS Retrofit Facilities for E-commerce Fulfillment?
Aug 18, 2014

Three trends make me wonder if there's money to be found in U.S. Postal Service real estate. First, the Postal...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Reinventing Direct

Gary Hennerberg
10 Storytelling-in-Content Marketing Lessons Learned
Aug 20, 2014

Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



Making Social Sell

Jeff Molander
Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
Aug 22, 2014

Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Muscle Marketing

Wendy Montes de Oca
PPC Shockers and Secrets
Jul 29, 2014

Pay per click (PPC), particularly Google AdWords, is a marketing channel that can produce profitable results for your business, whether...



Direct Mail for the Modern Marketer

Summer Gould
Empower Your Direct Mail With Mobile
Aug 21, 2014

Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....



Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



The Power Punch

Carolyn Goodman
The Fun of Marketing Lexicons
Aug 15, 2014

The first time I heard Brad Pitt and Angelina Jolie referred to as "Brangelina," I admit I laughed out loud....



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....



Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
Aug 12, 2014

A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...



Mobile-First Marketing

Greg Hoy
How to Fast-Track Your Mobile Marketing Initiatives
Aug 11, 2014

Marketers are finally realizing the potential of adding mobile marketing to their overall strategies. According to Comscore, mobile commerce spending...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Is Your Content Fresh, Frequent and Unique?
Aug 5, 2014

Today, your content plays a much larger role in getting top search results than ever before; therefore, it may be...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



1-Click Emails Make Sales and Donations Easy

3
 
Get the Flash Player to see this rotator.
 

When it comes to service, people prefer easy to exceptional. They want to complete their transactions and resolve any issues in the most efficient manner possible. According to a study by the "Harvard Business Review" and Corporate Executive Board, 57 percent of the people who called customer care departments tried to resolve their issues online before making the call. Customers who reported ease in making transactions were four times more likely to be loyal. This is good information for the service team, but how could it apply to the email marketing strategy?

Attention spans are getting shorter every day. Emails have nano-seconds to capture the recipients' attention long enough to get them opened. Once open, the offer has to be compelling to move people into the buying process. Every click along the way provides an opportunity to abandon the process. Providing one-click links shortens the path from email receipt to order completion reducing opportunities for people to become distracted or change their mind.

The first image in the media player at right is an example of a one-click fundraising email for a political candidate. It began with a salutation followed by a short story and call to action. The email provides five suggested amounts and the option to donate another amount. A click sends the donor to a confirmation page (the second image) to confirm the donation or choose a different amount.

Amazon offers a similar process with their wish list click, which you can see in the third image in the media player. Instead of an option for the one-click buy, the recipient can add the item to a personal wish list. This is the next best thing to a buy because it provides additional information so the recipient can be better targeted for future promotions. The email is crafted to be personal and well-targeted. A brief look at the anatomy reveals:

  1. The recommendations are chosen specifically for the recipient. Having my name in the first line shows that it isn't a phishing email.
  2. Personalizing the message increases responsiveness. The letter begins by asking if I am looking for something in the fountains department. I chuckled when I read it because they know for a fact that I was looking for an automatic watering bowl. Two weeks earlier I spent an hour searching their site for one.
  3. Clicking on the "Learn More" button opens the item page so you can review it in more depth. Interestingly, the first item presented in the email is the one where I spent the most time in my search.
  4. The "Wish List" button opens a confirmation page (the fourth image) to verify that you want the item added to your wish list.
  5. The item title is clickable. It opens the same page as the "Learn More" button.

The Amazon email provides multiple ways to enter the buying process. Adding a "1-Click" option to buy would make it even easier to complete the transaction.

Making things easier for your customers or donors may improve their responsiveness. Here are some tips for testing it:

  • Count the number of clicks required from the initial click-through link to completion of order. Redefine the path to eliminate any extraneous steps. (This should be done for every email.)
  • Provide enough details in the email for recipients to make a decision.
  • Follow Amazon's lead and offer multiple options so people are choosing between more information and buy now instead of buy now or not at all.
  • When reviewing results pay close attention to where people are abandoning the buying process. Test different options to find the best ones for moving them forward.
  • Always provide a custom confirmation page.

Companies Mentioned:

Sections:

3

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: