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!
Believe it or not, it can be easy to write a good email marketing plan. It shouldn’t take more than 30 minutes to write a strong email marketing plan that will help guide your efforts and get clear on the results you want.
Planning is not in my nature. I used to view it as something that got in the way of action.
Your email campaign will fly or die based largely on the audience you select. In most email campaign endeavors the search for the right list is where the quest for results begins. To find the perfect list you will need to do some research. You can start with the information in the Resources section of this book.
Here’s the bad news – there are no “perfect lists.”
One of the greatest attributes of web advertising is its ability to be tracked. Without tracking its difficult to tell how many visitors are responding to your newsletter advertisements unless they order from you and tell you where they saw you.
Wouldn’t you like to know how many people clicked on your offer even if they don’t order?
This information is important.
As an email marketer you’ll find you can spend considerable sums of money on list rentals. You might be thinking to yourself, “I wish there was a less-expensive way to market via email.” There is. With few exceptions, all the major companies I’ve worked with have started their email efforts by renting lists and over time transitioned their efforts to building their own permission-based house list.
How can you dramatically improve the performance of your email copy? The following tips have been used for many years in print and are especially true when trying to get the attention of a busy online audience. Keep in mind that some people get upwards of 50 emails each day! It’s important to take the extra time necessary to tweak your copy and make the offer solid.