A strong email marketing plan—blended with effective email copywriting tips—will go a long way toward the creation of a successful email marketing program. These few steps (excerpted from DirectMarketingIQ's recent All About Email Creative how-to guide) will move you toward more success.
1. Know the Objective of the Email
Do you want people to click-through to a landing page and buy? Or do you want them to fill out information so you capture the responder as a lead?
2. 2-Step or 3-Step Selling Process
A 2-step sales process begins with an email revealing the complete sales message (or the complete product descriptions with photos), pricing, terms, disclosures and other details in the email. The prospective buyer is directed to an order page to complete the purchase.
A 3-step sales process begins with a shorter email that engages prospective buyers enough to convince them to click through to the second step, the landing page (also called a squeeze page). Purchase or order information isn't included on the landing page. Rather, the order page is a third page (the third step), where the buyer completes the order. Links to the landing page and order page generally appear right under the copy (or photo) that gives a promise or answer to the readers' button or a problem they are trying to solve.
If you don't know if you should use a 2-step or 3-step sales process, test it!
3. Before Writing, Analyze Your Past Email Performance
Look at your past email performance, open rates, click-through rates, conversion rates of your own program. Then look at your subject line copy, word count and the number of images you used.
4. Research Your Competition
Analyze competitive emails for subject line copy, word count, images used, day-of-week and time-of-day emails are sent. Also note if the trend among competitors is to use a 2-step or 3-step sales process.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.