subject: Email Marketing Newsletters need to Convert Browsers to Buyers [print this page] Every business in the world today, no matter what size, or commodity they are selling, want to tap into the millions of online shoppers that are busy searching for products and services day and night. With an endless database of potential prospects, definite tactics have to be applied with sound marketing creativity. So, how to you stop a reader in their tracks? What can you do to capture someone's attention? Those are two questions that will always be the foundation of any good email marketing campaign. Creating an engaging ecampaign, is not an easy task.
As Social Media marketing infiltrates every area of a marketer's world, grabbing attention can take many forms used in so many difference platforms. So where does one begin to understand the process? To stop a reader in their tracks, you need to capture their attention with persuasive words. From your headline to your call to action, you need to master your recipient's reading psychology.
Get Real Get Relevant
Take our word, catchy phrases and eye-catching graphics won't cut it. Your average reader is a busy person, juggling jobs and families, in a bad economy. They don't have time to read all that you have written. So, you need to show relevance from the very beginning. What's in it for them must be loud and clear. What they need to do in order to get it, must be simple and quick. Remember, your readers are looking for beneficial outcomes and actions. Using the appropriate key words and phrases is a start in the right direction.
Don't Bombard People with Advertising
We are all pulled in so many different directions causing our attention span to diminish. We don't want to be bombarded with ads and we absolutely don't want to be spammed. The rules of the game are the same for our prospects. What is the solution? Again, focus on relevancy. It is more effective to send someone one relevant campaign, then to send several campaigns that have no relevance or meaning in their lives.
There is a fine line between spamming and email marketing campaigns. The email marketer constantly walks a tightrope between them both. It is also important to mention that overtime; even relevant ads can dwindle in meaning. Too many campaigns can numb one's mind to the message. Learn the balance between relevancy and respecting your consumer's privacy and time.
Building Trust Engage your Audience
People cannot trust who they don't know and what they cannot believe. You have to find different ways to engage with consumers online as you would in a physical store. Their questions need to be answered in a timely manner. With the help of social media, that is easily answered. With Facebook, Twitter and your Website Blogs, an interactive relationship can be initiated.
In a 2009 survey performed by The Office of Fair Trading, they state: "Of the remaining 23 per cent of respondents who had used the Internet but had not shopped online over the past 12 months, 30 per cent did not do so because they did not trust the internet for shopping, 15 per cent did not trust online sellers and 20 per cent were worried about personal security. 49 per cent listed at least one of these options as a reason for not shopping online.
It is a marketer's job and goal to remove all obstacles and hurdles that block a sale, while striving to increase the chances of a purchase or repeat buy. A marketer must distinguish themselves from their competition, and they can do that through giving the customer effective and positive experiences with their product, service, and brand.
Email Marketing Newsletters need to Convert Browsers to Buyers
