If you're not crushing your email marketing, you're doing it wrong. This is an audience that has actively given you their email address. They've already bought into you and your message enough to share that contact info with you. They're in your funnel and they've asked (or at least agreed to) have you reach out to them again.
Do your email well and you'll have a gluttony of new customers. Do it poorly and you're just poking holes in your ship. I help companies develop and stay on their tone and voice. I help companies create the creative assets that separate boring emails from click-inducing ones. I develop well thought out automation workflows that increase conversions and increase LTV.
Do your email well and you'll have a gluttony of new customers. Do it poorly and you're just poking holes in your ship.
This was a 2-part email that went out for Mother's Day earlier this year. There's a few things going on here.
First, I kept the creative clean and simple. Copy is minimal. We're going straight for the conversion.
We knew from experience (and the resulting data) that our campaigns with this client convert much better when we offer 2 different promotions - a high-spend option and a lower-priced option. You'll see the resulting creative and copy is meant to lead the reader into the higher-spend option, yet provides that sub-$100 fallback option for the client not ready to convert at the ~$200 price point.
We've A/B tested multiple calls-to-action over the last 2 years, including both button-over-image and stand-alone button options. We've also tested color, shape and other placements. Through that testing, we've identified that displaying the "Book it Now" button over the promotional image and offering a second, "Gift it Now" button provides the best conversion rate.