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January 20, 2010

Today, B2B and online marketers can respond to what is now termed the e-mail marketing challenge by being concise and compelling in their e-mail marketing program. If done correctly, a well-designed email advertising initiative can deliver great results, a powerful message to potentially new clients, improved sales and even boost morale in your sales team.

In this article you will learn a few ways on how this can be achieved, and the right method to use in order to get the maximum results from your marketing efforts.

First, take longer sections of sales copy and hyperlink to them on separate pages. Begin enough of a paragraph to hook your targeted reader and then link to the rest of the story. Some readers will probably be curious and click to read more of your copy. Separating the page visually into sections makes it easier to read as well. Simply try to place yourself in the place of your reader.

Next, design your e-mail message so that the copy is on a single screen, on what is called above the fold. What is meant here is that about 95 percent of people read the first half of a page beginning from the top and lowering their eyes a bit until they can see the center of the page, but without scrolling down! This is called "above the fold".

Next, have a strong call to action in the e-mail subject line that also shows up in the preview pane. In the content body, also include a hyperlink to the call to action. This last step can be compared to what are called "spur of the moment buying decisions" or what some call "impulse buying". About 15 to 20 percent of typical people can easily fall into that range.

Finally, include three to five hyperlinks within the body of your e-mail. This will keep the message concise and provides multiple tracking mechanisms to help you determine just how engaged your audience really is.

The key here is a variety to effective hyperlinks. No one wants to see the same message repeatedly, and the same is true for your hyperlinks.

Try linking to different documents, Web sites, social media or other sources. Always work to make the links relevant to the message and make sure they are content-driven to enable qualified leads coming into your site.

The most thoroughly read e-mails are those that are most compelling to your audience. In a perfect world, if your targeted readers read all the e-mail right down to the end, then you can consider yourself a good B2B marketer.

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Source: LBN.