Post on 08-May-2015
description
September 20th, 2012
Writing an Irresistible Email Call to Action
DJ Waldow Waldow Social
waldowsocial.com/email
DJ Waldow WaldowSocial.com @djwaldow
Before we talk about irresistible calls to action... we first must understand the anatomy of an email
From Name
Subject Line
Preheader
Header (Image and/or Text)
Table of Contents*
Main Call to Action
Secondary & Tertiary Calls to Action
Social Sharing & Connecting
Footer
An typical white guy. A list of typical email parts.
*Table of Contents is only found in certain types of emails.
Source: Flickr - vidrio
Subject Line
From Name & Address
Preheader
Header
Main Call to Action
Secondary & Tertiary Calls to Action
Social Sharing & Connecting
Footer
Anatomy of a Typical Email
Email example provided by King Arthur Flour
We’ll come back to the anatomy in a minute.
What is the goal of each and every email you send?
What action(s) do you want your subscribers to take?
Only 5 Possible Actions
1. Open
2. Read
3. Share
4. Click-through
5. Convert
If your goal is to get your email opened/read …
WHO it’s from (from name) and WHAT it’s about determine whether or not a subscriber will open your email.
From Name (WHO it’s from)
Source: NY Post
From: “Don Draper” Date: July 27, 2012 11:43:41 AM EDT Subject: Why I’m Not Attending MarketingProfs B2B Forum
Read more about the MarketingProfs Don Draper email Part I - http://waldowsocial.com/Don-Draper/ Part II - http://waldowsocial.com/Don-Draper-Part-II/ Part III - http://waldowsocial.com/don-draper-part-iii/
Subject Line (WHAT it’s about)
[Read Blog Post]
Wait just a minute. I thought this webinar was about writing irresistible calls to action!
It is. I promise.
A recognizable and/or trusted From Name combined with a clear, direct, compelling, and/or unique Subject Line leads to an open.
a clear, direct, compelling, and/or unique Call to Action leads to a click-through.
Once an email has been opened …
From Name: Groupon Subject Line: Housecleaning - Rated ★★★★
From Name: Groupon Subject Line: Housecleaning - Rated ★★★★
From Name: UrbanOutfitters.com Subject Line: Big. Ass. Summer. Sale.
From Name: UrbanOutfitters.com Subject Line: Big. Ass. Summer. Sale.
From Name: Black Fleece by Brooks Brothers Subject Line: Yellow
Which call to action had the most clicks?
3rd most: 10.7%
26.2% of total clicks
What have we learned?
1. Start with the From Name & Subject Line
2. Test mostly text vs. large images vs. a combination of both
3. Try including an image of a video 4. Give subscribers many options to click 5. Be sure the click-through landing page is
consistent with call to action 6. If it’s unclear what the main call to action
is …
ar.gy/rebelsguide
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waldowsocial.com/email
DJ Waldow WaldowSocial.com @djwaldow