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5 essential components of an effective marketing offer email
Marketing professionals know the value of email. No matter which direction industry trends flow, this digital form of communication is a constant for personal, professional and promotional outreach. Unfortunately, the prevalence and popularity of email means that consumers' inboxes get inundated with messages offering deals, sales, specials and once-in-a-lifetime offers all day, every day. If you want your organization's marketing emails to get clicked through instead of routed to the trash folder, you must be careful and creative when crafting your messages.
What exactly is a marketing offer email?
Like most people, you probably send and receive vast amounts of emails per day, so even as a marketing professional it can be difficult to determine what exactly constitutes a "marketing offer." According to Campaign Monitor, this term applies to any emails you send out whose primary purpose is to increase sales. These can run the gamut from obvious promotional messages offering customers 20 percent off their next purchase to more general announcements about upcoming products your company is developing. If the email's meant to send more consumers to your site and in turn boost revenue, it's a marketing offer.
What goes in to creating an effective marketing offer email?
The point of sending out these emails is to make your offer stand out enough that it gets opened and read as opposed to instantly deleted. This is easier said than done, considering how many emails your consumers receive on a daily basis, and how long the attention span is of people browsing the web.
According to a ProOpinion Survey, 35 percent of professionals believe that clearly explaining your value proposition is the most important element of a successful marketing offer email. An additional 35 percent of respondents pointed to images and visuals as being the key features, while 9 percent believe benefit-focused copy is absolutely essential. About 5 percent cited testimonials as being indispensable, while 2 percent stand by prominent call-to-action buttons as being vital elements of these messages.
1. Value proposition
Value propositions are clearly stated reasons why customers should choose you over your competitors. If you're having difficulty drafting this statement, Marketing Experiments suggested using the
"Your value proposition should be clear, concise and informative."
answer you'd give if a customer asked you, "Why should I purchase from you and not a different organization?" Whatever your initial response would be is your business' value proposition.
Chances are, you have a laundry list of reasons your product is superior to that of other companies, but including all these at the top of a simple marketing offer email will definitely dissuade consumers from reading the rest of the content. Take some time to come up with a clear, concise statement that will be informative and attention grabbing without boring or confusing your readers. Try to focus on what it is your product does and what benefits your target audience will receive from using it.
2. Images and visuals
Let's face it - the Internet, and therefore email, is a visual medium. No matter how spectacular your product or sale is, if you don't spend time refining your presentation, people will quickly route your emails straight to their SPAM folders. According to Campaign Monitor, simply redesigning your messages can increase consumer click-throughs by over 100 percent, which is why it's crucial you make email design a top priority.
As a marketer, you may not have in-depth graphic art knowledge, which can make building an attractive email strategy somewhat intimidating. If you don't have a design expert in your office, try using a program like Canva or PlaceIt.
3. Benefit-focused copy
The content of your email should follow the standard set by your value proposition - it should be clear, concise and focused on informing consumers of your product's benefits. But while your lead-in should be quite basic and factual, your copy should have a voice and a personality in order to engage and entice potential customers.
Business 2 Community used the original iPod advertisement as an example. This copy described the device as being "1,000 songs in your pocket," which not only tells people what the technology does, but paints a magical image consumers are bound to be drawn to.
People will always be hesitant to spend money on a product they're unfamiliar with, which is why including reviews in your marketing offer is an excellent idea. When consumers can read about the real, positive experiences of others, they'll feel more comfortable doing business with your organization.
Campaign Monitor suggested adding your most outstanding client testimonials, along with those customers' names and images, to your offer email in order to increase click-throughs and reduce consumer anxiety.
5. Call-to-action buttons
Call-to-action buttons are clear, prominent links that customers can click on to take them to the next step of your offer, whether it be your homepage or a checkout screen. Vertical Response explained that these indispensable elements should be short and concise, use compelling language and appear without having to scroll down.
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