The Use Of Links On Email Marketing
One of the key elements that generally helps to distinguish direct marketing campaigns from advertising is the fact that a marketing campaign seeks to provoke an action more or less immediate in the receiver.
Of course this response and its immediacy is further stated in an email marketing campaign, because the medium is inherently interactive.
The most common reaction elicited by email marketing is expressed by clicking on a link or an icon. Some responses may even involve calling a 1800 number or request some vendor to call back. The main goal of email marketing is leading people into acting.
Email marketers have developed a series of techniques to persuade customers to click on links or send emails.
The main action in email marketing may be implicit, but the receiver of the email needs to feel attracted to clicking on icons. This can be done by the use of the appropriate trigger words or a series of appealing images. It is a proven fact that when a piece or advertisement has the “click” in it, it draws attention to it and therefore increases the amount of times it is clicked.
The formula used may be a word that recalls the need for immediate action to avoid a phenomenon of procrastination.
The identification of the clickability of a link is important in email marketing. Obviously, the action should be facilitated by making it possible by a simple click and indicating the possibility highlighted by links to messages or parts of messages in text format.
When put to the test, texts with links and images, the winner is the first one. People seem to be more prone to clicking on links with text than on images. When the purpose of your email marketing campaign is to inform the customer of your product, use links that lead them to images of your products and refrain from going through too many pages to do it.
Email marketing campaigns should use links to text or websites when they include a good amount of text in them.
Accelerators can be also used in order to encourage customers to take prompter actions, like gifts that are given only to those who click on the ads first before a certain date.
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