As we recently passed midyear 2009, my team thought it would be a great idea to share the links to NewsLever’s “FulcrumTech Top Reads” that you, our subscribers, clicked on most since January. Interestingly, these articles remind us of some of the most important lessons for developing and implementing effective email marketing programs. So here we summarize what you may have missed along the way.
Your email service provider (ESP) can make a huge impact on the success of your email campaigns (for email newsletters or promotional email). Over the years, I have spoken with many prospects and clients who just didn’t know how much better they could do with the right toolset. As you evaluate your current email service provider (ESP) – and possibly search for a new one – here are some important questions you should be asking…
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.