Email marketing: One Email, One Message, One Action
Thought it was about time to give my blog some love – besides with the silly season upon us I’m starting to see some online etailers sending some less than ideal email marketing campaigns.
Having spent some time doing online marketing over the last couple of years, I’ve learned one valuable lesson: One email, one message, one action.
There’s a reason why Internet marketers only promote one product at a time. Their copy focuses on selling one product and usually only asks the customer to do one thing (usually “find out more”).
Very recently I’ve tested this method with promoting physical products. And the figures don’t lie. Split testing a single product offer verses a newsletter style multiple product offering proved to me that the simple one-product email campaign works well.
There are of course always going to be other factors involved such as sales copy, call to action, email subject etc, but I’ve seen the one email, one message, one action approach work often enough to be a convert.
Think about this net time you’re going to send out your monthly email newsletter with 12 different topics of interest. In fact, think about what you want your subscribers to do before you email them. If all you want is to provide the with information, then go ahead, send a long format newsletter. But if you want them to take action by clicking through to your website and buying, then create a email campaign that focuses on getting your subscribers to take that single action.
If you’re sending out one long email newsletter per month, consider breaking it down into one per week with a single message.
