Updated: Nov 13, 2019
When it comes to concluding anything in life, you want to leave knowing you made an impact. Whether it’s advancing your career, moving to a new city, or updating your relationship status, you’d like to think you left an impression on those you leave behind. You want to feel like your absence will be noticed; like your presence will be missed. You want to be memorable.
Your email marketing campaign shouldn’t be any different.
If you’re following our mini-series on perfecting your message, you know that there are a couple of rules to follow to be successful with your email marketing campaign. In the first lesson, we discussed 5 tips to snag consumers with a catchy subject line. In the second, we learned how to engage consumers with compelling content. Combining these two ideas will certainly help encourage readers to open your emails and pay attention to the message inside. However, how can you help your audience take the next step with your business?
Third lesson: Keep the lines of communication open.
The end of your marketing email should direct your reader to more information about your business, whether that’s your website, social media account, or something else entirely. Although there are many fantastic strategies when it comes to ending an email, there is one characteristic that all of your conclusions must have: a call to action, or CTA. Like we’ve discussed, you want to let your readers know the purpose behind your email and the action you want them to take in the simplest way possible. By adding a CTA button that correctly represents your objective, you’re helping your audience easily identify and carry out that action. There are many different CTAs, so you must find one that works towards your goals.
1. Make your offer exclusive. It’s a known fact that people typically want what they can’t have. There are countless examples throughout history of this psychological phenomenon, and the business/consumer relationship is no different. Many companies capitalize on this idea, and build their marketing campaigns around it. One of the most recent examples is the Hermes Birkin Bag, which the desire to own one waitlisted some of the most fashionable ladies around the world. Don’t get me wrong, the bag is very nice, but the real appeal came from the exclusivity of the product. When it comes to email marketing, this is a great strategy. By using words in your CTA that insinuates that your information/product is not available to everyone, you are appealing to the ego of your readers.
2. Show how you can help. Instead of asking the reader how you can help them with their issue or insinuating that they can possibly find a solution by clicking on your CTA button, suggest possible solutions to go along with your CTA. Provide an answer, or at least one option, to a typical problem instead of just implying that you can help. Even if your answer isn’t exactly what they’re looking for, it’ll show consumers that you’ve handled a problem like this before. By providing a single solution, you’ll establish yourself as a thought leader in your industry, and show your readers that you’re a step ahead of the game when it comes to solving their issues.
3. Hurry, time is running out. When it comes to email marketing, fear is very effective to get the desired action. When suggesting that your readers have limited time, you’re using the fear of missing out, or FOMO. Similar to the idea that anxiety promotes action, using phrases that leave the consumers wondering “what if” is a very effective method to drive results. “Last call”, “ending soon”, and “last chance” are great examples of ways to encourage consumers to engage with your CTA.
4. Here, have this for free. No matter how your finances look, everyone enjoys getting something for free. Providing your readers with valuable information that doesn’t require compensation is a fantastic way to convert them to customers. Using a CTA like “free trial” or “free access” gives your readers a way to explore what you have to offer without a financial commitment. It is very important that you limit what you share, and the amount of time consumers have to use/view it. The idea is not to give away all of your information, but to draw the reader in, show them what they can expect, and convert them into clients.
5. Start something new today. Entice your readers with a new opportunity or an alternative way to do things differently. Everyone avoids the idea of “change”, but they celebrate the chance for “improvement”. However, improvement doesn’t come without some kind of change. Instead of suggesting they need your product or service, try instead to suggest a whole new way of life. Urge readers to take a chance to better themselves and build a brighter future. Using CTAs that include phrases like, “start something new today”, “get the job you want”, or “be financially secure in 2020”, encourages consumers to envision their future and how your product or service would be beneficial for them.
Using these techniques for your CTAs will entice readers to take the next step in your business relationship, and help you transform your leads into customers. By making your information “exclusive”, showing how you can help, putting a time limit on your offer, providing free information, or recommending a way to improve the future, you’re urging consumers to take a desired action and making your email marketing campaign more successful.
And there you have it! This completes our email marketing mini-series. By enticing consumers with a catchy subject line, engaging them with compelling content, and keeping the lines of communication open, you can create a highly successful email marketing campaign that will hook your readers and carry them further into the buying process. Not only will this increase the success of your marketing strategy; it will increase the success of your overall business.
Need help creating and implementing these ideas for your company? Let us know! We’d be happy to help you develop an email marketing campaign that attracts your target audience and transforms them into your clients.