The most effective method of reaching your audience is through an email campaign. Learning how to be straight and to the point can be tricky for many business owners. The longer you’ve been in business, the harder it is to realize that your customers don’t think like you.
You own the business; they want or need the products and service you provide.
Two totally different mindsets.
One key component to message clarity when developing a campaign is to outline for yourself exactly what you want from your customer. You have to clearly know what you want to accomplish, and it has to be more specific than ‘sell more stuff.’ Email campaigns drive readers to your website, so your landing page has to reflect what your email encourages – in copy (text), design, and offer. And although you wouldn’t think it needs to be said, your call to action has to be very specific to get a response!
People follow links for:
- An exclusive offer
- A desire for comfort or luxury
- To learn something they want to know
- Humor
- Free stuff
Your reader needs to be motivated to follow the links in your email campaign, and those items listed have been proven highly effective.
Consider what you already know about your readers, based on the data you have at your fingertips. You’re probably already accessing information that you can leverage for higher conversions, like which pages or posts received the most attention according to your Google Analytics or Get Clicky (recommended) account. Do your customers call you with certain questions over and over? Those answers are a good place to start!
Write your campaign in sequence. You’ve probably heard me talk about Google Docs before, I find it simple to use and easy to transfer completed messages into my email template. When I use Docs, I write several messages and separate them with a dashed line. I make sure my message is easily understood from one to the next. I constantly scour it to be certain the information has value, and to be certain my links work.
Have you signed up for my intense Email Success Series? It includes many details to help you develop your ideas from the very beginning to more advanced techniques.
I encourage you to sign up for this valuable resource: Email Marketing Success Series
Design your message around what motivates your reader. If you’re not sure, testing two different methods will help you understand. AWeber Email Services makes A/B testing simple, and if you analyze the statistics they make readily available, it becomes easy to know what your reader responds to.
We recommend AWeber Email Services to all of our clients, and use them ourselves. Here’s a link to sign up, if you haven’t already: AWeber Email Services
Leave a Reply