The Email Offer

Your Email Offer
What you offer is critically important in your email marketing efforts. Examples of offers might  be a sign-up for an event or downloading a white paper. The offer must have value to the prospect to encourage  the open, click through to a landing page, and a completed form.
On line events such as webinars or educational presentations and white papers are very often presented as offers. Price related offers with discounts are also quite common as are free consultations with an expert. These pull marketing efforts convert with a higher rate than a request to buy something.
Email offers that convert recipients into leads share some common characteristics:

   A good offer is something that the prospect wants.
   The subject line catches interest and prompts the open.
   The offer needs to be easy to understand.
   Finally the offer needs to have value.

The integration between your email and the landing page needs to be clearly defined. The loss of continuity
between the two can diminish your returns. For example, your email offer and copy should match your landing page offer and copy.  The email offer should help create a deeper relationship or bond with the prospect. The offer may also move prospects further down the sales and marketing funnel, closer to the point of purchase.

Here Are 5 Essential Steps To A Great Email Offer

Brainstorm your offer. The offer may not be your product but it should have value to the recipient. Offers include newsletters, white papers, online events, pricing discounts, and free product trials. Think back to your target audience. Who are they and what are their priorities? This will help determine the offer.

Think about how valuable the offer is to the prospect. Is it of sufficient value to entice the prospect to click through to the landing page? The offer is usually the key determinant of whether your email will drive opens, clicks and form submissions. Can you make an offer that is relevant to the position in the buying funnel? Be sure to move the prospect closer to the point of sale
.
Be sure that prospects will understand the offer in three seconds or less. This means you need to make sure that your email subject line and headline capture the essence of the offer and associated benefits.

Keep it simple. You should start with an offer that doesn’t require a lot of work. Offers in the form of content such as a newsletter, white paper, or online event are usually the easiest to create.

Make sure you can deliver. You need a way to capture information, place it in a database and  a mechanism to deliver. For more information or a FREE consultation contact us today.