Find ways to Pique Curiosity in Email Marketing

Your open rate, click through rate and conversion rate are all integral to the success of email marketing campaigns. All of these factors can be affected by piquing the curiosity of your audience. If your list members are genuinely interested in what you are sending them, they will be more likely to open your emails and take action.

Creating interest in your messages is the best way to create the connection, relationship and response you are looking for. This might seem like a tall challenge, especially if you are in a B2B industry or other industry that is not exactly positioned as being fun and exciting. Even if your company has a reputation for being straight laced, there’s no reason why you cannot pique curiosity to encourage opens, click throughs and conversions.

1. Craft a compelling subject line.

Your subject line is your first opportunity to capture interest and the first hurdle you have to overcome in order to get your click through or sale. Looking at your open rate metrics and split testing your subject lines is the best way to find the right approach for your particular mix. Generally, you should try to create a subject line that gives your audience an idea of what to expect. Opt for something persuasive and interesting – like “Are you making one of these accounting mistakes?” rather than “Jones Accounting Firm Newsletter 26.”

2. Have some personality.

Creating a persona to speak for your company – or a few if you are a large organisation – is a good way to make your messages more interesting. Your email messages should read as if they are coming from a specific person, complete with a specific tone and approach. Your audience will be a lot more responsive to messages from a personality than corporate speak.

3. For newsletters, include a preview of blog posts and articles.

Sending a newsletter with entire posts? You can get a lot better click through response and train your recipients to visit your website by including just a snippet of your blog post or article. Your newsletter should include your most recent post tiles and a few sentences to describe your article. Instead of including the first few sentences of your article, consider writing a summary that entices the reader to click through and read the rest of your article. The more comfortable they are with following your links and visiting their site, the more likely they’ll click through to take action on your offers.

4. For your sales messages, emphasise the benefits of clicking through and checking out your offer.

Piquing curiosity with sales messages is most important of all. The key to keeping your audience interested is to emphasise the benefits of the offer and not the features. For example, if you’re selling a new accounting service you need to craft an email that explains how the accounting service will reduce their stress, eliminate billing hassles and make their lives easier overall. You wouldn’t want to focus the email on the ins and outs of the particular program. Tease them with the benefits and they follow through with a click to your offer.

Please see below CFL Marketings best practice presentation in integrated email marketing. (or log onto www.cflmarketing.co.uk)

Integrated Email Marketing Best Practice

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