What Happens to Your Emails?
Monday, October 26, 2009 at 07:43AM
Hopefully, last month's discussion about better subject lines has resulted in more people opening your emails and reading your marketing message.
Not to put a damper on things, but so what? High open rates feel good (believe me I know) but what does that really mean for your bottom line?
Last newsletter started at the very beginning, now I want to jump all the way to the end: The 'Call to Action'. Often seen as a 'Click here to learn more' button, the Call to Action is an essential yet often overlooked part of any marketing message.
In the short term, this makes getting something out of your marketing efforts possible. In the long term, it forces you to ask hard questions about why exactly you are communicating with your customers.
Your goals may feel obvious, but close examination of your past marketing may reveal that you aren't communicating those goals clearly. If people aren't sure what you want them to do, they'll simply do nothing.
When it comes to your business, you know (or should know) where, when, and how you actually close deals and money winds up in your pocket. As great as facebook and twitter are, there's no way for money to change hands, so it's not happening there. Odds are it isn't happening on your beautiful website, either.
For most businesses, some form of direct, face-to-face contact is necessary for the deal to close. The call to action must always be used to draw customers closer to the point where business actually gets done.
Remembering this will go a long way in making sure that your marketing budget isn't going to waste.
The call to action will form the basis for the next marketing element that is going to need consideration: the offer. The offer is the 'why they'll do it' that drives the 'what you want them to do'.
So, if you'd like to lean more, fill out this form to receive your Free one hour consultation.
I hope you've enjoyed this month's newsletter.
If you have any questions, don't hesitate to ask.
Not to put a damper on things, but so what? High open rates feel good (believe me I know) but what does that really mean for your bottom line?
Last newsletter started at the very beginning, now I want to jump all the way to the end: The 'Call to Action'. Often seen as a 'Click here to learn more' button, the Call to Action is an essential yet often overlooked part of any marketing message.
In the short term, this makes getting something out of your marketing efforts possible. In the long term, it forces you to ask hard questions about why exactly you are communicating with your customers.
Your goals may feel obvious, but close examination of your past marketing may reveal that you aren't communicating those goals clearly. If people aren't sure what you want them to do, they'll simply do nothing.
When it comes to your business, you know (or should know) where, when, and how you actually close deals and money winds up in your pocket. As great as facebook and twitter are, there's no way for money to change hands, so it's not happening there. Odds are it isn't happening on your beautiful website, either.
For most businesses, some form of direct, face-to-face contact is necessary for the deal to close. The call to action must always be used to draw customers closer to the point where business actually gets done.
Remembering this will go a long way in making sure that your marketing budget isn't going to waste.
The call to action will form the basis for the next marketing element that is going to need consideration: the offer. The offer is the 'why they'll do it' that drives the 'what you want them to do'.
So, if you'd like to lean more, fill out this form to receive your Free one hour consultation.
I hope you've enjoyed this month's newsletter.
If you have any questions, don't hesitate to ask.
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