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. Naturally, email marketing is quicker to provoke an action in the receiver because of its interactive nature. The response from the receiver is immediate.
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. There are various techniques that email marketers use to encourage people to click on a link or to 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.
Email marketers use their creativity to come up with new words and terms every day in order to encourage the customer to want to know more about the product.
Clicking is everything in an email marketing campaign. Marketers want their customers or receivers of the information to click in the different links in the text. For this purpose, it is the job of the marketer to make sure that the links are easy to follow and prompt the site that contains the information they want.
Studies have shown that in an offer for a product using both an image and some text with a link, the link text records the most clicks. If the offer relates to a specific product, you can also insert a direct link to the product, which will avoid the user to go through the preliminary pages.
There is a proliferation of the usage of links in email marketing. If the message is relatively long, do not hesitate to increase the presence of a link within the message. It is always to offer the user a link to visual range and a mouse, without recourse to the lift frame is necessary.
The use of an accelerator or incentives in email marketing. As in traditional direct marketing, an accelerator in the form of a bonus or gift reserved for first responders or linked to a deadline for response is a technique to increase response rates.