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Email Marketing, A call to action is a Call
By Monte Huebsch
Email Marketing - A call to action is a ¡°Call¡±.
Successful email marketing campaigns are a result of ¡°calls to
action¡± that get results. What results are expected from an email
marketing campaign? Usually they are either a click to a web site
or a phone call to a 1-800 or 800 number.
In today's spam controlled environment, many emails just do not
get through, even those that are desired, double opt-in and
legitimate. Estimates are as high as 20% rejection. The
frustration is that the email marketeers do not even know. These
email are not bounced, just caught in nondelivery spam traps.
Of those that do get through, often only 50 percent get opened.
Things start to get frustrating at this point, and this is even before
a call to action is viewed.
Let's assume that your email is now open on the viewer's screen.
It better be quick and to the point. The call to action needs to be
urgent and relevant.
One call to action is to direct the reader to a web site, where you
hope that another call to action will result in the desired reader
behaviour. This is usually to buy something as you already have
their email address so this is not your goal.
Your email may also have a call to action that seeks a phone call.
This can be better in that there is not a two-step process between
you and the reader. The downside is many readers will put off
making the call until later. (This often happens with a click to a
web site call to action as well). Additionally, more and more we
are becoming reluctant to call, as we never know when a machine
will answer us. We do not have the time or desire to press 1, 2 or
3. We don't want to be placed in a queue and told our call maybe
recorded for training purposes. We want to talk to a live human
being.
For the email marketeer the best outcome is a sale. This can be
easily achieved if the company supporting the emails is willing and
prepared to provide real customer service and transform ¡°lookers
into bookers¡±. All that is required is a proactive technology that
makes out bound calls and a compelling call to action.
If you saw a banner or button that said. ¡°We will call you right
now. No charge to you. No waiting in a queue. Talk to a real
person. Click here for ¡. (what ever your value proposition is), do
think this would work?
Well it does. Research has shown that closure rates in shopping
carts and on booking engines can go from low single digits i.e.
1.4% - 3.8% to as high at 29.7%
Its not that we won't use a web site for a transaction or pick up
the phone and make a call. It's just that often there is one small
unanswered question in our self-serve process. For a hotel
booking, it may be if a cot is available if we have small children.
For an airfare, it may be about wheel chair access. A quick call will
seal the sale if it is answered by a human and dealt with quickly,
personally and efficiently.
For the email-marketing program, the option to add push to talk
technology is now a non-decision. The service can be set up for
free. There are no recurring fees or minimum usage charges. The
only cost in the call costs. Which email marketing campaign would
not try this technology when no risk exists? Worse case is too
many buyers!
We found out long ago that the paperless office was a myth and
never occurred. We are now finding out that the people-less sale
is just as elusive. To make sales, especially big ones, we need
personal and immediate contact. It is your phone manner not your
email marketing program that determine your success when you
use push to talk technology.
About the Author
www.MonteHuebsch.com is the author of www.InternetProfit.com.au a Certified Management C and the CEO of www.WeCallYouNow.com and www.CarHold.com
He employs push to talk technology in all his email marketing campaigns and web sites.
Article Source: http://www.simplysearch4it.com/article/5712.html
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| Some other articles by Monte Huebsch | |
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