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09.28.09 How To Create Compelling Email Advertising  By Eric LeuenbergerA staple in any customer retention program is the ability to write emails that strengthen relationships, get responses, and persuade action. Not enough attention is often paid to this critical component of building a business (and when attention is given to it, I too frequently see it performed incorrectly.) As such I am going to cover a number of topics spread over a series of articles that will help you develop more effective email follow-up campaigns. The first thing you have to do in building an effective email follow-up program is to determine your desired outcome of each email (you can’t build an effective email if you don’t know what you want to achieve from it.) Depending on your desired outcome a response could be any number of things. Overall though, emails have three primary roles.
• Build Relationships: All email programs should build a stronger relationship with your customer and seek to enhance your brand in their eyes.
• Get Responses: Example- respond to surveys, questions, feedback, etc... • Persuade Action: Example- clicking a link in the email. No matter your intention, an email should aim for the following actions at a minimum and in the following order:
• Get attention (interest)
• Get the open • Get the action (response, click, etc...)
In other words, the job of an email is to first get the attention of the recipient, second to persuade them to open the email, then finally get them to act upon something in the email by clicking (typically back to your site.) It goes without saying you can’t get the open if you don’t get their attention and you can’t get the click if you don’t get them to open it. Now, having said that, how to you maximize the opportunity for achieving the three desired actions above (interest, open, action?) To do this you need to understand that there are 4 basic components which all emails are made up of. The 4 Components Present in Effective Emails
• From Name
• Subject Line • Email Content (body) • Call to Action Of course every email should have an opt out option etc... but that is for another article and I will not go into detail on it here. To achieve the first two actions (i.e. interest, open) you must develop an effective subject line. Make it short, sweet, and intriguing. Let’s say you are running a limited time fall promotion for some product you sell. The Subject Line Continue reading this article. About the Author: Eric Leuenberger is an ecommerce conversion expert and author of a leading Ecommerce Optimization blog. He coaches ecommerce store owners how to increase their website sales using effective online paid search advertising, targeted marketing strategies, website sales strategies, and industry best practices. Contact him today to increase your sales! |
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