A few days ago, we talked about adding triggered automated emails to your email marketing program as an incremental improvement that can add up to a big boost in email marketing ROI. Our second suggestion was incrementally building your list.

Today’s incremental improvement? Our third suggestion is simply this: Be clear.

Some might call it being bossy. Okay not bossy, really, but clear on what it is you want someone to do. Too many emails are wishy washy. Too many marketers leave it up to the recipient to figure out what the call to action really is. It doesn’t take an email expert to realize leaving it up to the recipient to figure it out is leaving far too much to chance!

Simply by crafting more confident, clear and direct copy (an incremental change for sure!) you can increase the numbers of click throughs in each email.

Below are some email expert suggestions for increasing the clarity and direction of your emails. This is by no means a comprehensive list, but will get you looking at your messages in a new light, we hope.

  • If you have a QR code, include text that tells them to scan it, and more importantly why. What will they get by scanning the QR code and watching your video?
  • If you have a link to your Facebook page or Twitter account, tell them to click and why they should. In all instances, think in terms of what’s in it for them. Go beyond just “follow us on Facebook” to “follow us on Facebook for late-breaking stories,” for example.
  • Use specific language on your call to action buttons. Forget the “click here” of the past. Today’s calls to action must be crystal clear, like “Sign up now” or “Tell me more” or “Get started saving today.”

Never assume when it comes to email. Always make an incremental improvement toward text that’s clear about what the recipient should do. Leave no room for misunderstanding, error or confusion.

Could your emails be a bit bossier? In a very nice way, of course.

Published On: May 23rd, 2012Categories: Miscellaneous email marketing topics

About the Author: Sharon

Sharon Ernst from BetterFasterWriter.com is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at www.betterfasterwriter.com/intermediate-email-copywriting-class. When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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