YOUR EMAIL IS CREATIVE
Your email's creative - copy, design and offer - is what gets your customers to open, read and take action on the email. How important is the creative? A compelling subject line that resonates with your customers could increase your open rate by 50% - a jump from 28% to 42%, for example. Solid offers in combination with great design and copy could double your click-through rate - such as an increase from 6% to 12%. Add that up and combine it with a well executed web site and your conversion rate could also double.
Sounds like a lot of work, right? Well, it certainly takes more effort than slapping together a basic email; but, once you develop your email template, it doesn't take a tremendous amount of effort. So, here are some quick suggestions to improving your creative:
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_ More Products & Categories: Customers like options. If you are sending the same email to everyone, you need to provide them with a variety of choices to whet their appetite. If you sell products in various categories Running, Cycling, Camping, Fishing, for example - you need to offer a few product options in each category, or you aren't likely to get their attention. Your avid cycling customer is just not likely to click through on the fly fishing rod, no matter how great a deal it is. You may also want to include regular features, such as "Email Specials," "Product of the Month" and "Brand Specials."
_ Navigation: Leverage your website's navigation. Remember, your email is basically an extension of your Web site. Make the navigation consistent with your Web site - but also highlight key areas of your Web site that are likely to get customers to take action. If you have Bargain Basement, Closeouts, Featured Products and other areas on your site - use them in your email.
_ Search: If you have search capability on your Web site, add it to your email. Your customers can type in their search phrase(s), hit submit, and it will take them to your web site's search results page. You now have those people on your Web site, where you have the potential to convert them to customers.
_ Personalization: Some studies suggest that the more elements of personalization in an email, the higher the response rate. At minimum, address your customers/subscribers by first name if you have it for all your customers. If you have more information - such as their interests and/or past purchase history - consider personalizing the copy or product selection. For example, using the earlier sporting goods example, you may want to personalize emails based upon each of the four sports. Each recipient would receive the same basic email, but with a few sentences of copy tailored to each sport and a special product offer. The most effective methods of adding this to your emails would be to either create separate versions for each customer segment or use dynamic message assembly and build these different versions on the fly.
_ Copy/Tone/Personality: Every retailer has a personality - whether you are Wal-Mart, Amazon.com or Bob's Sporting Goods. Your email copy and creative design should reflect and leverage that personality. Don't underestimate the power of your copy. Many people will say that they don't read the copy - and they may be right - but you are writing the copy for the 10% that will read it and click through to your site, not the 90% that don't. Your copy should not only reflect your company's personality, but should also create a sense of urgency with your customers and motivate them to take action immediately.
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