When it comes to email, people typically spend from 0 to a few seconds deciding if they’ll read it. That’s why it’s important to focus on one, primary purpose for each promotional email you send. In other words, decide on the call-to-action you want, and make sure everything works to support that single call-to-action.
So many businesses – both large and small – put lots of time and money into creating compellingly written and well-designed promotional online marketing campaigns. But then they point prospects to their company’s home page. This is one of the biggest mistakes you can make!
Although there are many elements that go into a successful email marketing campaign, there’s one critical moment during the conversion when your prospect is going from your promotional email (or online ad) to the landing page. Let’s focus on that split second – what I refer to as the "Click-Through Moment" – and specific ways you can drive great conversion rates and maximize your return-on-investment.
A prospect has opened your email and clicked through to your promotion. That means you have successfully created an effective subject line and email. But don’t celebrate quite yet. Now comes perhaps the most challenging step in the process – getting prospects to follow through by taking the action you want, whether it’s to sign up, opt in or make a purchase. In this month’s feature – the final article in a 3-part FulcrumTech series on optimizing the response to your email campaign – we take a look at promotional landing pages and provide important ways to help you maximize conversion rates.
Is your email marketing program all it can be? It may be time to take a step back and review key areas of your email program. To help, we offer up the most important email performance issues that we typically address during an audit. Plus, we provide a few improvement ideas that can help quickly boost your email marketing effectiveness.
There’s no doubt about it – the number of people using mobile devices to access their email and the Web is rapidly exploding. You need only to look around such areas as airport waiting areas, subways and buses, coffee shops and shopping malls, to see it for yourself – people engrossed in silent conversations, their thumbs tapping away on handheld gadgets. Until recently business professionals were the primary group using this technology. However, now more and more consumers are getting in on the act, too, as web-enabled phones and mobile devices like the Blackberry become increasingly affordable.