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Email Marketing, A call to action is a Call
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Author: Monte Huebsch
Topic: Email
Viewed: 70 time(s)
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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.
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