Crafting an Engaging Email Message

Your ideal prospects delete most of the emails they receive each day. What happens when they receive yours? Do they even stop to notice?

Or do they file it nicely away in that special folder reserved for every hype-laden, sales-driven, marketing-bloated message they receive “the crowded-Trash-folder?”

How do you ensure your email doesn’t get lost in the shuffle?

According to Dr. Flint McGlaughlin, CEO (Managing Director), MECLABS, one principle is key: the objective of an email is to get a click.

“Often, marketers conflate the purpose of an email message with the purpose of a landing page,” stated Dr. Flint McGlaughlin. “If the goal is to get a click, then why do so many email campaigns attempt to sell products in an email?” He went on to point out that selling your product twice in an email and then the landing page disrupts the thought sequence and mitigates conversion.

Also, during the presentation, Dr. Flint McGlaughlin reviewed an email message that applied this principle to generate 85% more recipient response. He then taught specifically on how to engage email recipients with just enough value to inspire them to click.

Live Optimization: Principles in action

After illustrating this principle, Dr. Flint McGlaughlin quickly switched to hands-on application. For the last 45 minutes of the live Web clinic, he (along with researchers Jon Powell and Adam Lapp) reviewed and optimized audience-submitted email campaigns.

Both large and small, B2B and B2C examples endured the gamut of live commentary from this panel of seasoned marketing researchers.

Here are what some of the audience members had to say about the presentation:

“This was my first clinic and I was frankly blown away by the information.” -Steven

“This presentation gave me material I can use immediately.” -William

“I loved the whole thing. Potent, powerful, engaging, moved to new topics smoothly and appropriately.”      -Yves

“Very accessible, didn’t make me feel bad about what has come before – just inspired about what comes next.” – Cheryl

Download the MarketingExperiments Quarterly Research Journal:

View the clinic replay, or listen to the audio recording (mp3), to learn from our researchers as they discuss how to craft engaging emails.

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