With so many emails arriving each day, email marketers are finding it increasingly challenging to achieve standout.
Emails that I have opted in to receive (such as James Villa Holidays) have a much higher chance of being glanced at, but not always opened or read.
Their latest email jumped out of my preview pane and grabbed my attention, demanding to be read. Given the poor UK summer this year, the beautiful blue sky & sea view compared favourably to the grey sky I can currently see from my office window.
The headline also does a good job of communicating the overall message. 'Your perfect villa', implies both quality and personalisation. The use of 'secure' & 'now' provide urgency and a call to action. Further down, the email provides key benefits, an early booking offer and key links to prompt action.
If they used a similar email marketing system to the one I use for my clients, they would be able to track individuals that click specific links and follow up with appropriate actions to improves sales conversion and maximise marketing ROI.
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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