One of the best ways to improve potential customers’ e-mail experience is to get them captivated and involved, according to Bill Spink, executive vice president and chief creative officer of DMW Worldwide. In a November 2006 presentation at the Philadelphia Direct Marketing Association’s Marketing Magic seminar, Spink offered the following tips to attendees looking to magnify their direct marketing e-mail results.
Use attention-grabbing headlines. Cite the benefits of the product or service to the consumer; for instance, “save time and money” instead of the product’s features, “new and improved.”
Keep it concise. A short subject line with precisely worded copy has a better chance of drawing the reader in and holding his attention.
Emphasize the call to action. What action do you want the reader to take? Call a toll-free number? Click the URL? State your call to action early and often, including incentives, if possible. For example, “Call now and get 10 percent off!” or, “Click the link to start saving now!” Tell the customer what you want him to do, and how it will benefit him to do it.
Consider targeted landing pages. Once a prospect has clicked the link to your site, keep him there with a landing page that contains a targeted message. Add detailed information on the offer outlined in the e-mail. Even better, link the e-mail to a microsite created specifically for that offer or e-mail campaign. A microsite enables precise tracking of customers who respond to a particular offer.