Posted 23rd June 2010 | By Nick Evans, Chairman

Clicks are the gold dust of email marketing. Garner clicks and you get management information, subscriber buy-in and end results for your business.

You wouldn't believe how many times clients have said, 'Oh, we'll not bother with a link on that article.' Why? Simply because they have no suitable landing page for a click to link to. What is the point of an article unless a call to action encourages you to click?
So, how do you get beyond the standard Read more, Buy now and Find out more? The answer lies in a bit of creative writing and in keeping your copy in the email as a teaser for the main body copy on the landing page. An example:
The best holidays in the sun are somewhere you'd never expect: a land that's land-locked yet has great lakes; a country that is financially poor but culturally rich; an environment that hosts a thousand species not seen in your country, yet seems like home from home. Interested? Find out more here ...

Er - sorry, made it all up, but you get the idea. Entice to the clickthrough. The meat is on the landing page. Don't tell the whole story. Find out more here - (drat, I've told the whole story, haven't I?)

Nick from ExtraMile Communications
PS - Oh, by the way, we've just updated our website after only eight months. Inefficiency? Far from it. We're changing to meet the needs of our marketplace and their needs for our services.

nick

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