Email Marketing Faq's
What is your conversion goal for the email campaign?
We believe a successful email campaign does more than drive a lot of traffic to a site. A successful campaign is measured by conversion from a call to action. What are you offering: a white paper, free software trial download, other promotional offer, or a sales contact request? Similar to offline marketing, offer your audience something valuable so that they will be willing to give you something of value in return.
How can you get the recipients to open the email?
Subject is everything!!! State clearly and succinctly what you are offering and how it will benefit them? Throughout your campaign planning, put yourself in their position. What makes you want to open an email? What makes you want to click on the link? If you know your audience, then you know what they want. If you’re not sure how they will respond, test the list in small increments and measure the results. Adjust the message and possibly the target page to increase conversions.
What calls to action will the audience respond to?
Think about your audience and what they might respond/convert to. If you’re targeting a high-level audience (CEO, President), don’t offer them a free software trial download. Write in a style that speaks to them in the manner they are used to, as if you were speaking to them face to face. Try to keep the message short. If you feel you want to provide more detail, get to the point early within two sentences. Provide the link right after the two sentences. You can elaborate further after this point within the message or take them right to your site.
How do you focus your email message for conversion?
Again, you want to think about the audience. If you’ve done some search engine optimization, you probably know your target keywords. Use the most effective keyword(s) in your subject. Repeat the keywords in your message body. Make sure the keywords are repeated on the landing page. A consistent and relative message is crucial. If your audience comes to your web site through search engines using certain keywords, they will probably respond to these keywords in an email message. More details about this subject are provided in the Market-Vantage White Paper: Focus the Message for Conversion
What target page on your site will you drive the traffic to?
It’s important to make it as easy as possible for the visitor to respond to the call to action. Provide a link to the landing page that gives them exactly what the email message said they could get. Don’t force them to navigate your site to find the page for conversion.