Have you ever felt overwhelmed by options? Like being in an ice cream shop. With so many delicious flavors: rocky road, butter pecan, chocolate chip cookie dough--how do you know which flavor to try.
Sometimes it's hard to pick just one.
But, when it comes to email marketing, you have to choose just one. Maybe you can get away with walking in an ice cream shop and choosing 7 flavors but if you have multiple purposes in your emails, readers won't appreciate it as much as they would multiple ice cream flavors.
Before you hit send and catapult your email off into the universe, ask yourself these questions.
Does my email include 1 goal?
In soccer, basketball, football and every other sport, there's only 1 goal. And everyone on the team rallies together to ensure that goal is met.
Can you imagine a soccer game where members of the same team kicked the ball into whatever goal they wanted? The results would be disaster, confusion and an all out mess.
Email marketing is the same way.
Decide from the beginning what you want the goal of your email marketing strategy to be. Do you want to get new leads? Talk about your webinar? Get more free trial signups?
Decide on a goal for your campaign before you even think about writing a word of copy.
After you decide what you want from the campaign, think of the 1 thing you're going to ask people who read your email to do. Don't ask for a bunch of things or give multiple options.
Ask people to do only 1 thing. Anything else will cause confusion. And when confusion is introduced into the equation, leads won't convert and conversions will decrease.
Get them to commit to 1 thing. This is especially true if you're doing a cold email campaign. Can you imagine
The email you send should ask the recipient to do only 1 thing. Get them to commit to something small. This is especially true if you're sending a cold email to a person who doesn't know you. Imagine how you would feel if there were 3 calls to action.
I know you would be happy with some sort of engagement but stick with one goal.
Every email you write should have a purpose.
Does my from line make people want to look at the subject line?
People pay attention to everything in the inbox including who the email is coming from. If your from line looks like it's coming from a company you run the risk of your email getting flagged as spam, deleted or ignored altogether.
Your from line should appear as if it were coming from a person. Don't use a generic email address like firstname.lastname@example.org. Use a person's name. It looks more personal, and it's likely to get read.
Does my subject line make people want to open the email?
Your subject line should be enticing. It should make people want to open the email and see what's inside.
Think of a batch of chocolate chip cookies baking away in the oven. You know how the minute you smell it, you can't think of anything else besides tasting one?
It's as if the smell only heightened your desire to taste it. Once you get a whiff of that scent, you can practically taste those chocolate chip cookies in your mouth.
Your email subject line has the same effect. Its purpose is to heighten your prospect's desire to open the email.
Make it so enticing that people can't wait to see what's inside.
Does my hook make people want to read the body copy?
Your hook is the first sentence of your email.
To illustrate its importance, let's look at the chocolate chip cookie example again. After working hard to prepare a perfect batch the last thing you want is for someone to take one bite and spit it out in disgust.
Begin with a powerful hook that draws readers in and makes them want to keep reading.
Does my body copy increase desire for my offering?
Your body copy carries the most weight since it makes up the majority of your email. It needs to be easy to read (so prospective customers don't get confused) and engaging (so people will want to keep reading and not hit delete).
It needs to make people want what you're offering. So, really work hard to paint a visual picture for your audience. Get them to the point where after reading your copy, they'll scale any mountain and swim any sea to buy what you're selling.
Does my CTA make people want to click?
Optimize everything down to the CTA. Don't create a fantastic email and include a weak call to action like buy now or learn more.
That would be like baking a cake and instead of placing it on a silver platter you take it out the oven and slap it on a paper plate.
Use your CTA copy to increase the desire for your offer.
Does my CTA connect to 1 single goal?
Your email should have 1 purpose and so should your CTA.
Decide beforehand what you want the reader to do. Should they request more information? Sign up for a trial? Download your whitepaper?
Adding multiple calls to action will only result in confusion.