The example that we introduce to you today of Frankwatching is a clear example of how content can be applied to turn a revenue eventually. But there are more remarkable elements about this email message.
1 Of course we start off with the header. Needless to say that the first sentence is reserved for the web based email clients. Same goes for the top right of the page which seems to have been evolved to the fixed spot where you look for the readable on the internet version of the newsletter. So nothing new under the sun. Yet, the subtitle under the logo is remarkable and quite rare. There they explicitly refer to the frequency, being weekly. You keep your reader permanently informed about what he can expect. Research often showed that an agreed expectation pattern, which has also been arranged concretely, leads to a higher read consistency. Which is still the first requirement for a good conversion ratio, no?
2 Here we start with the body of the email message. It starts with a message at the top left where the content is most important. But besides that you see the block that should lead to conversion. Not that it is a flat banner or text that recommends the product or the promotion. It is just a simple agenda. The conversion can be found a few clicks further. Also pay attention to the image. There you can see, by using the rays, a certain form of dynamics. Just like all the images in this message. A ‘>’ sign that suggests movement, a finger that points, a magnifying glass that suggests a search action. Not one image that has been chosen at random.
3 We just select a block randomly a little downwards in the body. Especially because they have all been structured similarly. We preferred the image to stand on the right, because people read from left to right and they might drop out after seeing the image. Then the message didn’t even get through partially. But when we read further, we can see a clear [read more] button. Before that button the social media icons are shining. These were shown at the top as well by the way, but their function there was to complete the level of the newsletter. And the function of the Facebook and LinkedIn icons here is to complete the level of the contribution. Let’s be honest, a contribution that has been shared 280 times already, isn’t it worth reading? Thanks to the suggestion of all the other readers?
4 Here we see a standard bullet list. In our opinion this list could have been mentioned earlier as well, because eight messages is quite a lot. The reader has had to scroll a lot to get here. At the right-hand side we see a block that rarely occurs. Often you get to see an e-mail address or a button that engages you to fill out the data, but a block that clearly presents these data is new. Of course it also triggers the reader. A profile that is hidden behind a button, is a long way from home feeling. But if you literally see something wrong about yourself, aren’t you hesitating to repair these data? Another step towards an up-to-date database… which is also a requirement for a good result with email marketing.
5 This one is really unique? The reader is asked for his opinion about the newsletter. Just like in a supermarket where you can share your view about the service and the availability of products and services. Giving your opinion is easy – lengthy surveys don’t work, but an impulse button does. Why would social media otherwise still exist? Of course it doesn’t give you a scientifically accurate insight, but someone voting positive should be followed. If someone votes negative, you can just as well deliver a survey. Which is nicely wrapped up in a service element. And isn’t that what every customer wants?
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