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July 22, 2004
Writing a winning email message requires attention to format and style, of course, but little things suddenly mean a world of difference. What do you put in the Subject line? Each word makes a critical difference in whether your message is opened at all. Once it's opened, you only have seconds to capture the reader's imagination. You have to grab their attention and keep it.
Deliver value with every email, pay heed to layout, design, and personalization, and you will be rewarded with the most effortless call to action a marketer ever had to offer: Click Here. The success of your campaign has multiple break points. It hinges on whether recipients open the message and whether they click. But it doesn't stop there.
The success of your email marketing campaign is going to depend a great deal on what happens after that click. Do you send them to your homepage? That's a start. How about taking them to a personalized, focused, and carefully crafted landing page to make the sale? Otherwise, you might be leaving them to hunt down that special offer on their own.
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