More often we receive emails in our inbox with a Call to action that lets us make a choice. In the illustration you see an example.
The CTA gives the reader the choice. Click ‘yes’ or click ‘no’. Of course the ‘yes’ is the intended target. A specific landing page that leads the sales pitch to a right direction is the sequel. Here a calculation is asked. They try to get the contact data at their disposal and afterwards, the sales department can finish this warm lead. In this example the ‘no’ led to a blank page.
Don’t let chances pass
Is this a missed shot? Didn’t they count on the fact that the reader would click ‘no’ and was the psychological contrast the only objective of the ‘no’? We actually would have linked a landing page. Maybe with some extra arguments. Or with an unsubscribe message. Possibilities enough. Because when you leave them the choice, then you have to keep all options open.
Social media give choice
Definitely the younger contacts are used to this kind of choices from social media. Here they are invited to an event and they just click on one of the three possibilities: ‘yes’, ‘no’ or ‘don’t know yet’ (the ‘maybe’ in grown-up language). After all, these kind of messages that they are served with is a part of their daily communicative life. And as often they will give direction to this life by clicking on one of these possibilities.
Opportunity of the MAYBE
In terms of email marketing, this is an excellent opportunity. Because very often we are hoping for that one CTA of which we expect the reader to click. But maybe he is not ready for the full engagement yet. By working with different choices concerning the CTA you cannot only sharpen your message, but also the diversification of your email marketing list. Because not-clicking means something as well. It’s just that we don’t know exactly what!
A YES as model
A ‘yes’ leads to the same type of landing pages as you would apply in the old model. The sale is imminent. A ‘maybe’ rather leads to a page with more arguments, possibilities or options. Don’t forget, those who click through are attentive. With some extra answer possibilities on the landing page you can sharpen your profile, but also start up the appropriate follow-up action. Definitely useful when your email platform supports scenarios.
Learn from NO
Even a ‘no’ is a possible chance. In first instance it is clear that the reader on the moment of reception is not open to your message. But he has read it and probably also understood it. You can use this click to insert a pause in the approach. You can also provide a landing page with some possibilities like ‘never again’, ‘later again’ or ‘yes, unsubscribe me’. That way your list stays clean and at the same time you can elaborate on the image of your marketing list.
