Email marketing doesn’t have to be dead serious all the time. A clever message can stick a lot longer than some dry business text. You can go for the upright joke…
But you can also choose a more subtle dark humor, it all depends on your target audience. In the email message that we would like to present to you today, the audience is composed of strategical marketers. are the thinkers of the marketing being addressed. So it can be a tad shrouded.
1 It starts with the preheader. . In this blog we have repeatedly stressed the importance of the first line of text in your email. In most web-based email clients this very first text is diplayed immediately after the subject line. With “too much budget, too little time” the tone is already set.
2 The tone is also represented visually. A picture of a cat rolling in the surplus of the budget. The link to the iconic Garfield is not far away. At the same time they make the link directly below this image. It’s about the Premium Service of Trendwatching. And readers know that this service is pricey.
3 After the slogans and the visual act, the explanation follows in full text Here, the potential customer is pointed at the forthcoming budget round and the possible surplus of the current ongoing budgets. It is now October, the perfect season to address this. Seasonal email messages don’t necessarily be centered around a public holiday. The Call-To-Action is still rather modest, but it fits perfectly within the text. By reading it, you can’t help but land on the CTA.
4 For the visually oriented readers who skip full text, the message is repeated in one image . The product is shown with an arrow at the bottom , pointing at the large button which acts as a CTA. It directs the eye almost automatically towards the conversion. The use of the words ‘early-bird’ and ‘discount’ are obviously not accidental. Also see which words are put in bold.
5 If the product doesn’t convince you, then perhaps a triad of authoritative arguments can come in hand. And so a number of large customers is presented. This practice is rather rare in email marketing, probably because you first need permission from all those companies separately. But do you doubt to the discretion of those ten companies? No, so we have to join the ranks. Also note the text of the CTA. The soft ‘information and prices’ now have to make way for the harder ‘get premium’.
6 Still not convinced? Having cold feet? Then there is the direct helpline of Sofie. The word ‘directly’ is chosen with care. The link is located under the CTA, but the signature also includes direct contact data. No info@ address and a direct line to Sofie should give the opportunity for doubters to ask their questions. Research has already repeatedly shown that a person of flesh and blood – e-mail messages often give the feeling talking to a mechanism – could lead to higher conversion. A prospect will not just call. He is ready to be convinced!