Don’t worry. If you don’t, we’ll get you on your way.
Let’s start by leaving puffery aside. In all likelihood, your prospect’s inbox is filled with marketing emails. Don’t deny it; it’s a simple fact. This begs the question, how can you hope to stand out?
Determine the Audience You’re Looking to Target
You should have a general idea of who your customer is already. What they look like, where they live, and how often they buy, etc. Understanding your audience is step one in the email marketing offer creation process. This information will help you decide the content of your actual offer, as well as who receives your offer.
If you only know bits and pieces about your audience, check out our Customer Insights feature. It allows you to upload an encrypted file of your customers’ email addresses in exchange for a free report detailing their demographic attributes. You can use these attributes to enhance the targeting of your email marketing offer.
Study what has worked in the past
If you’re in the email marketing game, you’ve sent out an offer before. Take a look at what worked in the past. Historical data is an excellent resource for guiding offer creation. Examine the areas that need improvement. Was it the subject-line? Maybe your CTA was poorly placed. Did you include a time-sensitive element to the copy? These areas can all affect the performance of your email marketing offer.
Personalize the email
We’ve written a lot about personalization in the past. We think it’s a great way to add a human element to your marketing. Acting like you know and remember a past customer is critical to making that customer feel valued. Personalization can take place in the subject-line, the body or CTA copy, and even in the design/images you choose. Just be sure to avoid overtly creepy personalization. That is a definite turnoff to potential new and repeat customers.
The location, design, and clarity of your CTA are all critical to the success of your offer. Again, we’ve written about this in the past. But it merits a recap. Don’t place the CTA below the fold. Make sure the button or text you use is clearly visible. The copy should directly state what happens when that button or link is clicked.
Include a Bribe
This isn’t the same bribe that you read about in the news. It means the product, service, or information that the potential customer receives if they act on your email marketing offer. It could be a reduced price on a product, a whitepaper explaining the latest IT strategies, or some kind of industry report. Whatever you choose, ensure that it’s unique and something that the recipient will find valuable.
Your CTA should always link to a landing page. It should never go to your homepage or to some other page on your site. Landing page design best practices are many and varied. But some general tips include keeping your form fields to the bare minimum to prevent form abandonment, and using images and copy that reinforce the original offer message.
Analytics are one of the primary benefits of a digital channel like email. Use tracking cookies to gain real-time insight into your email marketing offer performance. Take a look at when conversions happen, and the type of customers that are doing the converting.
How many make it to your landing page and then abandon your offer. What were your open and click-through rates? How many of your emails actually made it to the recipients’ inboxes? Tracking and analyzing this data will give you valuable insight into the areas of your email marketing offer that you can improve with your next campaign.
Ideally, you’re running several offers at once, testing and analyzing performance as you cruise along. This testing and measuring process is one of the better strategies for determining the offer that performs best for your product and target audience. It’s an overarching digital marketing principle that you should use every chance you get.
How do you create your email marketing offers? Are there any strategies or best practices that you use regularly? If so, please share them in the comments.
P.S. If you found this post helpful, please share it amongst your colleagues.