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Your Email Should Have Just One Job

10. May 2018 10:29

By: Ralph Bagnall, Woodworking Consultant, Author and TV Host

Emails often fail to deliver the results you are looking for simply because the message is unfocused. In an effective email campaign, your reader should immediately know what your message is about.

Each email you send should have one well-defined goal and one goal only. That’s because if you present your reader with too many choices, your message becomes unclear and your audience won’t understand what you want them to do. Worse, if they have too many options, they may become overwhelmed and take no action at all.

Some best practices to consider when creating your email message include:

  • Define the purpose of the email and set one clear action you wish your reader to take
  • Make sure you are sending the right message for this audience
  • Create a short, clear call to action (CTA) that grabs attention. Use clear, descriptive words and start with a verb “Download white paper”, “Join us today”, Register for the webinar”, “Buy now”, etc.
  • Don’t make your reader have to hunt for the call to action. Make it prominent by using a button or create a text link that is a contrasting color
  • Keep your content as brief and focused on your goal as possible. Any additional text should reinforce the main message

If your goal is to get people to sign up for an upcoming webinar, focus the email on that one task. Create a compelling message with links or buttons that lead only to the landing page for the webinar sign up.  You may also consider removing other links like your homepage and social media links as they may divert the reader’s focus.

Keep it short and to the point. Help your audience to understand what you want them to do and make it easy for them to take action. This will go a long way toward boosting the effectiveness of all your email campaigns.

Learn more about this during Ralph's session "Effective Email for Small Businesses" at the IWF 2018 Education Conference.


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