Figure Out What you are Trying to Accomplish
What are you trying to get the customer to do as a result of this email campaign? Coming up with a clear and concise game plan beforehand is a step that is often overlooked by many marketers. But without a directive, your pitch is bound to lack focus and effectiveness. Are you trying to get someone to schedule an appointment for a certain service, or trying to raise awareness of your business as a whole? Figure out your specific intentions before moving forward, so that your customers will understand them and be able to take action.
Don’t Be Pushy
Allow your customer to learn about your service before asking them to buy. Rushing them into buying your product or service may have the negative consequence of scaring them away. Let them get to know your business, to grow comfortable with it. Your marketing email should be should be an introduction, a hook. Think about the way you make your purchasing decisions. You probably see something your interested in, then do some research to see if what’s being offered is a good fit for you. The goal should be to get customers to go to a landing page where they can find out more, not to get them to buy right then and there. If your product or service has value, people will be willing to follow through and pay for it.
Make the Process a Smooth One
The most important component of an effective marketing email is that you get the message across. But the inconsistencies across the plethora of platforms and devices customers utilize these days can be a hindrance to this task. A clever image that shows up on one device, such as a laptop, may fail to show up on an iphone due to incompatibility. To solve this issue, try to use text based links as much as possible to ensure that every customer gets the point and is able to take action.
Make Sure It Makes Sense
Now that you’ve covered all your bases, it’s time to take a look at your email as a whole. Give your call to action a final once over, making sure that if you were someone who knew nothing about your product, that you would understand it. This will give you an objective view make it easy to accurately evaluate your campaign’s potential impact.