Advertising is often referred to as a hurt ’em and heal ’em business. This is true. Some of the best messages work by first highlighting a potential situation that the customer will want to avoid.
By setting the stage for the customer using statistics and a real life situation they will want to avoid, you can capture their attention.
After the subject line and a short intro paragraph, you then proceed to reveal the solution (your product).
When is the best time to send your email? Great question. In fact the time you decide to launch your campaign can have an impact on the overall results of your email campaign. This detail may not be as important as the audience you select, the subject line, or the list you are using, but it is a factor. But if you are working to get the maximum results and put everything in your favor then these are commonly accepted as the BEST times to launch your campaign.
Your email message is generally a one-way monologue from you to the advertiser. However, it doesn’t mean that you can’t solicit “audience participation” with well-positioned questions.
Why would we do that?
In this course you’re learning how to break up your copy to make it more attractive and readable. You can do this by occasionally reaching out to your audience with questions to grab their attention.
The manner in which the copy is laid out will contribute largely to the audience’s desire to read it. Upon opening the email there are a few things that people notice immediately, regardless of whether it’s text or HTML:
- Is the copy neat and well laid out?
- What hyperlinks are immediately visible?
- Does this look interesting?
- What’s in this for me?
Most email campaigns have hyperlinks that the advertiser wants people to click. How can you increase click rate? If you are using an HTML email, you can hyperlink words. Compare the following…
Sample A: Opinion Form – Click Here
Sample B: Your Opinion Counts – Click Here!
Sample A: Click Here for More Information
Sample B: Increase Sales Up to 300% – Click Here!
Most email marketers seek a substantial return after just one blast. But do repeat advertisements to the same group have any benefits? Does frequency have any place in email marketing? Yes.
The term frequency refers to how many times you reach an audience with a message.
It’s strange, but many clients I work with run advertisements month after month in the same magazine, but wouldn’t think of emailing an offer to the same person twice.