It is no surprise to read that today’s audience takes a lot less time to determine if something is worth their time or not. This greatly affects whether or not the message you have paid to get across will ever plant itself in the brains of your potential customers.
So, you did it, you wrote the perfect subject line that achieved you an industry killing 55% open rate on your permission based list. Great Right? Well, that’s just the first wave in the battle to convert customers.
So they’ve decided it’s worth their time to read further – What can you do move them closer to a buy decision?
The thing about email that is different from any other marketing channel is the ability to track exactly how each recipient interacts with your messages. You can’t do this with DM, you can’t do this with affiliates, you can’t do this cost effectively over the phone, etc…
Contrary to what you may have been taught about moving your customers to a buy decision with the least amount of resistance and external distraction, it is very helpful to you as a marketer to make your email recipients click to learn more. By making your copy very brief and enticing you will achieve a greater response rate within your emails and know exactly which pieces of information each customer is looking for. This is excellent data for constructing your next, more focused email campaign.
Take these steps to learning more about and effeciently closing me, your lead:
1. Write that great subject line, like a newspaper headline, that makes me anticipate what could be within the email.
2. Give me a few options in the email that makes me choose to learn more. Keep it brief, keep it vague so I am forced to click in order to learn more.
3. Give me the details on your landing pages and don’t forget my call your action.
4. Send me an additional email with only the information you know I am interested in.
