Tell a Story – As humans, we absorb more information and come to stronger conclusions when the information is presented in a story-style format. For some marketers, this can mean testing the use of bullets and benefits against a case-study-like use example in paragraph form. See what works best for your audience… a clear outline of product features or how someone actually benefitted from its use.
Choose One – This is a huge lesson learned at the Marketing Sherpa Email Summit earlier this year. Response goes up when make your offer clear. Too many options bogs everything down – including conversions. Instead of having three possible offerings in a single email (shop now, get coupon, see what’s new in store, etc.), pick just one and build the design and messaging around it. Test the old way (with more than one call-to-action option) against an email that holds a single focus. See which one performs better.
Know Your Goal – This is similar for the “choose one” point, but as marketers, you need to keep your goal or objective clear. “Get the click” could be the “Just Do It” slogan for email marketers. For most campaigns, the objective of your email is not to sell – it’s to persuade the reader to click. People don’t often buy straight from emails, but they do buy from a landing page. So ask yourself, is your email copy trying to get them to buy — or is it enticing them to click? People love to buy things, but they hate to be sold. Be sure you’re not confusing the steps and selling too much in your email.
Time is (Lost ) Money – At the risk of my long-copy email marketing friends excommunicating me, I believe that your email should take about 30 seconds to read and be compelling enough to direct people to a landing page where they can convert/buy. Let’s face it… with the spiking open rates of emails on mobile devices you’re better off letting each step do its job. That may mean trimming down your emails and beefing up your landing pages. Let your landing page do the selling… the email just needs to be strong enough to get the click. There are some exceptions, of course, so test and see what works best for you.