Precisely What is the First Goal for Sending Out a Marketing Email to Your List?
Our staff not too long ago asked a group of small business owners who use marketing email the following: “At the time you transmit an email to your list, exactly what is your primary goal?”
Some of the responses we obtained were …
– To get readers to open it
– To get viewers to GO THROUGH it
– To supply some valuable information
– To build connection
– To sell a product line
These are all pretty good answers …
But they’re also all BAD replies.
Of course you would like them to open the e mail, read the web mail, develop some connection, possibly present some helpful data, but not one of these are your primary goal.
So exactly what is?
To get the CLICK.
Everything else in your marketing email is just in support of that foremost intention, getting these people to click on the link you transmit to them. This forwards them down your sales funnel and helps bring in more business. Not every subscriber will be in need of what you are writing about, but to increase their chance to self-select as they travel into your funnel, you must initially secure the CLICK.
Ideally, you want to guide your list to click your links as if (please pardon the expression) mind-numbed robots.
You want them to click automatically – without any thinking – since it is what they consistently do when they open your web mails.
You do not need to sell the services or product. The sales page or video presentation you direct them to should do this for you.
You don’t want to explain to them each thing about the blog post you’re delivering them to. The post will do that for you.
Your purpose is simply to get the click.
How Can You Improve the Click-through Rate of Your Marketing Email?
People will like you and TRUST you if you give them great info that helps them. Clicking the link is just a natural extension of that.
You might give them a really useful tip on what drives super targeted traffic, but to learn how to do it, they must click the link. You haven’t actually sold that product or service in the email, but you have sold them on the method. The product or service is simply an easy shortcut to using that method to get the result.
Don’t always send them to sales letters; send them to fun stuff, too. Try sharing it with your list. Remember, you want to get them in the habit of automatically clicking your links.
Now and then surprise them with something free. For example, your email tells them a method to build their list using Facebook. You send them to a link that will give them 5 more list building methods. And when they click the link, they see a very short sales page offering the product for FREE. How much do you think they love you right then? And what are the odds they will click more of your links in the future, just in case there’s something else for free on the other side?
Of course, your list and your particular niche could necessitate slightly different approaches. But bottom line, your key, number one intent of email marketing is ALWAYS to obtain the click.
Because the more trained your list is to click, the more income you will generate in the long run.
Want to find out more about email marketing and sales funnels?
Phone us at 650-969-8273 or check out our email services online and our people can advise you just how we can serve to help you get started.