The single most pervasive mistake we make in email marketing is forgetting why we're sending the message.
According to the new issue of Marketing Experiments Quarterly Research Journal, the goal is not to sell a product or service, generate a lead, or register someone for an event.
The goal is to get a click. Simple as that.
The click sends your visitor to the landing page, where the real sales job begins. Dr. Flint McGlaughlin describes the email conversion path this way:
- Envelope fields inspire an open.
- Email message motivates the click.
- Landing page convinces to act.
- Shopping cart maintains the momentum.
The conclusion: "Your email message must engage the recipient with just enough value to inspire them to click for more information."