Every successful marketing email takes your prospects on a journey.
That journey starts the moment the email arrives in their inbox...
...and ends the moment they decide to act on your offer, providing you with a solid, actionable lead.
As you’re about to read, that journey consists of three specific “click points”—critical moments of decision that determine whether your prospects advance to the next step in the journey, or pass you and your offer by.
CLICK POINT #1: Subject Line
Your prospect’s first “click point” decision is whether or not to open your email.
Write a subject line that entices, and your prospect will click to open your message. Write a boring, confusing, or trite subject line, and your prospect will move on.
Follow these guidelines to create subject lines that push prospects through that first “click point”:
Hit a nerve. Your prospects are your prospects for a reason—they have a problem that you can solve or frustration you can address. Mention that problem or frustration in your subject line, and your prospect will be more likely to click through in search of a solution.
Offer value. Your prospects need to know how they will benefit from opening your email. Whether you describe it, mention it, or hint at it, you should include that benefit in your subject line.
Keep it short. Your prospects require a reason not to hit “delete.” Get right to the point, and cut out any extraneous words.
Be familiar (without being deceptive): Use words and phrases that feel personal and familiar, almost as if you were emailing a friend or colleague. Your prospects are more likely to open messages directed to their wants, needs and interests.
CLICK POINT #2: Call-To-Action
Your prospect’s second “click point” decision is whether to click through from your email to your offer.
That’s where the call-to-action in your email comes in—it’s the link or button that your prospects click to access your offer.
Calls-to-action work best when they:
Stand out visually. If your call-to-action pops out at your reader, he’ll be more likely to act. If you use a button for your call-to-action, make it big and bright. If you use a hyperlink, place it on a separate line of text so it stands out.
Appear early and often. Your prospect may not get past the first few lines of your email, so place a call-to-action near the beginning to give him an early opportunity to click. In case your prospect does read your whole message, place another call-to-action near the end.
Describe what your prospect gets for clicking. Your prospect will be more likely to click on your call-to-action if it clearly explains what he’s doing and why he’s doing it. “Click Here” doesn’t mean anything. “Download your free guide to email marketing” or “Set more appointments with your Cold Calling Rulebook” are more accurate, descriptive, and appealing.
Distill your entire message into one action. Strictly speaking, a call-to-action is a link or button. But in a way, your whole message is a call-to-action, encouraging your prospect to take the next step in their journey by clicking through. Your subject line, your introduction, and your message should all relate to, and lead your prospect toward, your call-to-action.
CLICK POINT #3: Landing Page
Your prospect’s third and final “click point” comes when they arrive on your landing page.
If your subject line entices, and your message and call-to-action persuade, your landing page seals the deal.
Good landing pages provide you with critical information about your prospect. They tell you who’s really interested in your offer, suggesting which leads are more “sales-ready.” They also capture details about your prospects through the use of form-fills.
Landing pages work best when they:
Eliminate clutter. Prospects won’t work very hard to decipher what you want them to do. A clean, clear layout with a prominent call-to-action will leave no doubt in your prospect’s mind. Too many words, pictures, graphics, or links will cause friction, and make a conversion less likely.
Focus on one singular purpose. Just like emails, every component of a good landing page is focused on pushing the visitor to take a specific action. Irrelevant information or links back to your website pull your reader away from the action you want them to take.
Follow a basic formula. The most important elements of a good landing page are a strong headline, a clear purpose, benefits, a form, and a call-to-action. Using this 5-step landing page formula will ensure your landing pages push your prospects over the finish line.
Of course, your prospect’s email journey is just the beginning of a whole new journey that hopefully leads to a connection, an appointment, and a sale.
When you focus on the three click points of successful marketing emails, you’ll have a lot more prospects lining up to to take that next step.