Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Email marketing, Inspiration!, List Building, Personalization, Surveys, Tips

Let your readers play along in your email message!

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.
frankwatching
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?

Nov 26, 2015Ann Flipkens
Previous storyRecipient triggers email marketingNext storyFlexmail takes home silver for Best performing Belgian Tool Award
Home Let your readers play along in your email message!
6 years ago Email marketing, Inspiration!, List Building, Personalization, Surveys, Tips353
Ann Flipkens
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Email marketing, Inspiration!, Trends

Recipient triggers email marketing

The year is coming towards an end. However, email marketing is expecting some hardworking days because of that year end. The first trend lists and forecasts concerning the future or email marketing are seeping in. We filter them on attainability and we will present you the most remarkable visions in the upcoming weeks. Nov 19, […]

Strategy

Automated service email, 10 times right!

Email doesn’t always need to be a part of a large marketing campaign. When you take a look at all the automatic emails that are sent to clients and prospects, you’ll see that there are a lot of optimization opportunities. A sale in your store is the ideal moment to transfer from offline to online. […]

Email marketing, Strategy, Trends

E-mail barometer confirms: e-mail can still grow

Not that everyone has found their way to email marketing. Even the barometer taught us in her last survey that quite some companies still have to take the first step. But they are planning to. Those that have taken the step, are only growing even more. May 24, 2016Ann Flipkens

Cases, Inspiration!

With animated images towards conversion in five steps

Using animated images in an email message can be bit risky. It can be over the top and adds few surplus value to the story. There is an example from our own mailbox we definitely would like to share with you. It is an adjustment to an animated gif image which we have not come […]

Cases, Email marketing, Geen onderdeel van een categorie, Inspiration!, Strategy, Targeting, Tips, Trends

Email marketing in 2020 Our predictions for the most future-proof channel

Email marketing has often been labelled as a channel on the verge of extinction. But time and time again email has proven to be a high ROI channel that should be at the center of the marketing mix. In one of the keynotes at The Feweb Congress in December of 2016 we shared our predictions […]

Uncategorized

5 ideas to steal from Telenet

From time to time we receive a great email in our inbox, where we can easily get some great ideas. A new television app unites lots of classical elements in one email message. Dec 19, 2014Michelle Dassen

Seasonal mailings, Strategy

Time pressure and testing don’t go together…

The end of the year approaches and for many email marketers those are exciting days. And then they get the temptation to hurry to get all of the email campaigns on the way. That’s when they commit several major sins to the rules of good email marketing practices. Dec 5, 2012Ann Flipkens

Seasonal mailings

Bloopers you can avoid

Email marketing is not only a form of inspiration, but also one of transpiration. There are so many details that you need to keep an eye on. Before you know it, you can write down another immortal blooper on your list. Dec 27, 2012Michelle Dassen

Most Viewed
1,434

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,286

An integrated offline and online communication at Nespresso

1,063

10 elements of a great welcome message

1,022

Bloopers you can avoid

1,010

Are you using animated images in your emails?

965

Time to bring your email marketing into line with the GDPR

956

Give your automation a new dimension

942

Are you ready for the arrival of the GDPR?

2018 © Flexmail