Email marketing always works. As long as you spread enough messages, you will always get conversion. But that is the wrong starting point. Each inbox where you invade with your email message, should mean a great opportunity for success. And you can’t do that with standard messages, but with thoughtful communication. Today we give away seven tips take a regular email message to a higher level.
1 The logo in the upper left corner is a good start. It created recognition for your readers – who read from left to right. But for those readers who aren’t familiar with this event, the logo is like a puzzle. Yes, you need to be careful with images, because spam filters can be sensitive when you don’t have a balance between images and text. But don’t exaggerate. A creative image that sets the tone, like the one on the otherwise perfectly inserted landing page (see Figure 2) would have been better here. One well-chosen picture can replace a thousand words.
2 A date makes it a bit pompous. It makes this message look too much like a dry letter. If we want to make the action a little more exciting, then we should do it differently. The email client of your recipient already takes care of the date. And it gives the reader a bit of guilt if he or she reads the message a few days later! You need to create timeless messages, unless maybe a Call To Action, which can contain an expiration date.
3 Actually, your database should be constructed in a way that you know who speaks Dutch, and who speaks French. That way, you’re not presenting your reader with a choice, before they can start reading. You need to take full advantage of the few seconds of attention you get from your reader. If you still don’t have another choice, then why not putting a link in it for the reader to jump to the next section.
4 Content is an important part in your story. Do not assume that everyone who receives this message will know exactly what your event has to offer. Because there is probably more than just those caravans and motorhomes. Do not limit yourself to the summary, but give a list. That will also make it easier to scan the page quickly when reading it. Moreover, you’ll be able to convince prospective buyers to accept the offer.
5 The CTA should stand out. Now it’s just a simple sentence in the equally sober body of your email message. However, the elements that must be in a CTA are present: a click and a discount to earn. But it’s not supported graphically. If they solved this with the same type button as they used on the landing page, it would not only stand out more, it would also get them more conversion!
6 The practical information that’s most important for a classic visitor, can be separated from the actual message. Another layout element and possibly a link to a map on google maps would not only give a fresher look to this email, but would also lead to conversion. Because the click through possibility to the website would only then get noticed. Also make sure that the click in the Dutch-speaking part of this message also jumps to the ditto version of the website. Every click you can save pays off!
7 We have arrived at the border between the two language versions. Only there is nothing to see there visually. Neither the logo, even the date – although we’d rather not see that – are repeated. Whoever finds the courage to scroll down to see the other language version gets no visual context to know he has arrived. Repeating a header also gives the reader the feeling that he has arrived in the next message. And that means time savings for that reader. But also for you as a sender. Because a hurried surfer, is quick to give up… Avoid double messages in one, when you can.
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