Writing an Irresistible Email Call to Action
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September 20 th , 2012 Writing an Irresistible Email Call to Action DJ Waldow Waldow Social
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Writing an Irresistible Email Call to Action
Transcript of Writing an Irresistible Email Call to Action
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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DJ Waldow WaldowSocial.com @djwaldow
