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The ClickMail Marketer
Maximizing your email marketing ROI
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April 2009 | Vol. 2 - No. 4 |
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| Many email clients suppress JavaScript, Flash (Active X), sound and video, alt tags and title tags, and external page calls like cascading style sheets (CSS). So don't use them. |
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30% of practicing marketers don't take the time to figure out their actual rate of delivery.
- MarketingSherpa "Email Marketing Benchmark" 2008 |
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April, 21st
DMAnc - Expanding Marketing's Role in Prospect Engagement
Burlingame, CA
More Details >
May, 4th - 6th
Silverpop Client Summit
Stone Mountain, GA
More Details >
May, 20th
DMAnc - Actionable Direct and Online Analytics
Burlingame, CA
More Details >
June, 17th
DMAnc - Increasing direct mail performance in a challenging environment through better targeting and analytics
Burlingame, CA
More Details >
July, 15th
DMAnc - Wine, Dine and Learn Something Sublime
Palo Alto, CA
More Details >
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Get people to part with their personal information
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The best email marketing is targeted and relevant. Yet sending relevant information to your subscribers requires knowing who they are and what they want…and that requires them giving information to you first. Personal information, that is. And we all know how hard that is to extract from a customer, whether B2C or B2B. Ask a website visitor for their email address or other details, and they hesitate.
Yet you need that data to do a better job marketing. So how do you reduce the anxiety and friction caused by asking people for information? By building the ideal email and/or landing page that reduces the reasonable concerns people have when they give away their personal information.
While there is no magic formula for building the perfect email or landing page, nor is there a magic bullet to solve this problem, there are many things you as an email marketer can do. They involve overcoming both the friction your customers face and the anxiety your customers feel.
You can decrease friction, meaning whatever is getting in the way, when you:
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Include as few fields on your landing page as you can. More fields means more friction |
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Put primary content front and center, not to the right or left. You want it obvious and easy to spot, both in your email and on your landing page |
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Guide your customer's eyes. Keep in mind eyetracking studies, and work with your designer to maximize the use of size, color, shapes and position |
Overcome your customer's anxiety by including the following:
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Assurance that your site is secure, like seals of approval from third-party verification programs |
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Credibility via testimonials from other customers |
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An obvious link to your privacy policy (and include a privacy policy!) |
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A guarantee that you won't share their information. |
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Easy-to-find contact information, especially phone numbers and especially right there on the page where you're asking for the personal information |
If you need proof that minimizing friction and overcoming anxiety pays off when asking for personal information, consider this: If your landing page says you won't sell or share a subscriber's information right next to the area where you're asking for that information, a whopping 66% of your visitors will be more likely to give you what you want. And then you're able to do what they want: provide more relevant, targeted email message.
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Subscribe to
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Visit our Blog for up to date industry information and tips from the email experts |
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About ClickMail Marketing
ClickMail helps clients maximize ROI from their email marketing by staying on top of all the moving parts that make up email, from deliverability issues to content to landing pages … even integration with CRM systems.
Learn more about ClickMail at: www.clickmailmarketing.com |
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