Here are the 5 things you need to maximize response from an email campaign.
1. The Headline (Subject Line)
First, you need to get your subscribers’ attention, so they open the email. The best email subject lines use curiosity or a benefit-driven message to capture attention.
2. The Offer
What do you have to offer? For example, are you promoting a sale, introducing a new product or service, or hosting a webinar? Whenever possible, try to provide so much value that your prospects will consider yours to be an “irresistible” offer.
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3. Story (Reason Why)
What’s the background? Why are you making this offer? Why are you communicating with your prospects or customers about this? For example, if you’re running a sale, why are you running a sale? If you’re introducing a new product or service, what’s the reason?
4. The Call-to-Action
If you want to maximize response, you need to very clearly tell people exactly what you want them to do. For example, if you’re promoting a webinar, don’t just put the registration link in the email and hope for the best. Tell people to click on the link and register.
Bonus tip: You’ll usually increase your response if you tell them more than once in the same message.
5. The Deadline
We’re all procrastinators. Your customers and prospects need a good reason to act NOW. One of the best ways to give urgency is by having a deadline. This can be a time-based deadline, such as the end of the sale, or a quantity based deadline.
Bonus tip: To get an extra 20% to 40% boost, send an extra email when the deadline is approaching giving people one last chance (e.g. Final Notice) to response to the offer.
How to Apply This to Your Business
You can apply these email marketing principles no matter what type of business you’re in.
If you operate an internet-based business, such as an e-commerce website, you can use this 5-step formula to promote a sale of your existing products, a special product bundle, or a new line of products.
If you own an offline service business, such as a hair salon or massage studio, you could use this type of campaign to announce a new service or special offer tied to a holiday.
If you have a professional practice, such as a law firm or a consulting service, you can use this formula to promote a free workshop or webinar to your email subscribers.