We like to get conversion in our email messages. And conversion that brings in money immediately is even better. But do we always follow the right tactic?
A great email message starts with a captivating subject line. Next you draw the reader in with an interesting intro and title. You add a list of extra benefits for your products and service and before you know it, we get to the call to action. This button should say something like “buy me” or “order now”.
Not sure
We have to realise that a contact is only going to press that button when he’s convinced to buy from you. Of course there are exceptions, but if he isn’t sure, he won’t click on your button. Your email message needs to convince immediately!
One by one
That’s why we advise you to adopt the crocodile-principle. A crocodile has a big mouth and likes to eat a lot. Also selling transactions. But even this large animal needs to watch out if you put everything in his mouth at the same time, and in the width. But if you give it to him one by one, he can take a lot!
Think about the length
That’s why it’s important to work gradually in your email message. You can definitely provide a direct sales button somewhere, but also provide another call to action. A “more info” button is less dangerous for uncertain consumers.
The first benefits
This “more info” button will guide your contacts towards a landing page where you can bring together extra information. You don’t have the money in your pocket yet, but now you know who is really interested in your product. The second benefit is that they will read your extra information carefully. That’s the perfect opportunity to slide forward some more profound arguments.
Work further towards the pdf
Finally you get to the call to action again. The chance that people will click on the “order now” button has increased a lot. You could provide a little extra for the doubters like a brochure or a whitepaper. Make sure that those are accessible digitally. And don’t forget to provide a clickable button in your pdf. Long live the crocodile!
