Calling for action

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October 30th, 2009 by Richard

Many people see email marketing as nothing more than a simple and straightforward marketing tool that can only really be used for promotion and notifications. However, this is the wrong impression of email marketing. It is not simple and straightforward and has a myriad of objectives. You just need to know how to safely exploit email marketing and use it for more than simple promotion.

Change minds, convince and call to action

Email marketing has the potential to help you persuade potential buyers to see things your way, to change their minds about your products or services. If they opted in on your mailing list, they are interested, but not convinced into converting to a sale. You then need to use that opportunity and interest to your advantage through email marketing.

Sell your product convincingly through fact and the positive points of making that purchase. Plant cleverly positioned calls to action all over your email to a customer. Use links that look like text. Camouflage them as text that stands out as underlined and in a different colour so that it looks like text and a link.

Don’t mince your words when calling someone to action; you do not want them to mistake your call to action for something else. You don’t want the call to be so weak that they can easily shrug it off. On the flip side, you don’t want to be overbearing either. Email marketing is a delicate campaign that needs to be used strategically to change the mind of a prospect, convince them to buy and then the purchase will follow.

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