Writing an IrresistibleEmail Call to Action	                                  DJ Waldow	                                Wa...
DJ Waldow	WaldowSocial.com	@djwaldow	waldowsocial.com/email
Before we talk about irresistible callsto action...		we first must understand the anatomyof an email
From Name                                           Subject Line                                           Preheader      ...
Anatomy of a Typical EmailFrom Name & AddressSubject LinePreheaderHeaderMain Call to ActionSecondary & Tertiary Calls to A...
We’ll come back to the anatomy in a minute.
What is the goal of eachand every email you send?
What action(s) do you wantyour subscribers to take?
Only 5 Possible Actions		1.  Open	2.  Read	3.  Share	4.  Click-through	5.  Convert
If your goal is to get youremail opened/read …
WHO it’s from (from name) andWHAT it’s about determinewhether or not a subscriber willopen your email.
From Name	 (WHO it’s from)
Source: NY Post
From: “Don Draper”		Date: July 27, 2012 11:43:41 AM EDT		Subject: Why I’m Not AttendingMarketingProfs B2B Forum
Read more about the MarketingProfs Don Draper email		Part I - http://waldowsocial.com/Don-Draper/	Part II - http://waldows...
Subject Line	(WHAT it’s about)
[Read Blog Post]
Wait just a minute. I thoughtthis webinar was about writingirresistible calls to action!
It is. I promise.
A recognizable and/or trustedFrom Name combined with a clear,direct, compelling, and/or uniqueSubject Line leads to an ope...
Once an email has been opened …	a clear, direct, compelling, and/orunique Call to Action leads to a click-through.
From Name: Groupon	Subject Line: Housecleaning - Rated ★★★★
From Name: Groupon	Subject Line: Housecleaning - Rated ★★★★
From Name: UrbanOutfitters.com	Subject Line: Big. Ass. Summer. Sale.
From Name: UrbanOutfitters.com	Subject Line: Big. Ass. Summer. Sale.
From Name: Black Fleece by Brooks Brothers	Subject Line:Yellow
Which call to action hadthe most clicks?
3 rd   most: 10.7%
26.2% of total clicks
What have we learned?
1.    Start with the From Name & Subject      Line	2.    Test mostly text vs. large images vs. a      combination of both	...
Get a                        FREE                        Email                       Review	ar.gy/rebelsguide
DJ Waldow	WaldowSocial.com	@djwaldow	waldowsocial.com/email
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
Writing an Irresistible Email Call to Action
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Writing an Irresistible Email Call to Action

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Writing an Irresistible Email Call to Action

  1. 1. Writing an IrresistibleEmail Call to Action DJ Waldow Waldow Social September 20th, 2012
  2. 2. DJ Waldow WaldowSocial.com @djwaldow waldowsocial.com/email
  3. 3. Before we talk about irresistible callsto action... we first must understand the anatomyof an email
  4. 4. From Name Subject Line Preheader Header (Image and/or Text) Table of Contents* Main Call to Action Secondary & Tertiary Calls to Action Social Sharing & Connecting Source: Flickr - vidrio FooterAn typical white guy. A list of typical email parts. *Table of Contents is only found in certain types of emails.
  5. 5. Anatomy of a Typical EmailFrom Name & AddressSubject LinePreheaderHeaderMain Call to ActionSecondary & Tertiary Calls to ActionSocial Sharing & ConnectingFooterEmail example provided by King Arthur Flour
  6. 6. We’ll come back to the anatomy in a minute.
  7. 7. What is the goal of eachand every email you send?
  8. 8. What action(s) do you wantyour subscribers to take?
  9. 9. Only 5 Possible Actions 1.  Open 2.  Read 3.  Share 4.  Click-through 5.  Convert
  10. 10. If your goal is to get youremail opened/read …
  11. 11. WHO it’s from (from name) andWHAT it’s about determinewhether or not a subscriber willopen your email.
  12. 12. From Name (WHO it’s from)
  13. 13. Source: NY Post
  14. 14. From: “Don Draper” Date: July 27, 2012 11:43:41 AM EDT Subject: Why I’m Not AttendingMarketingProfs B2B Forum
  15. 15. Read more about the MarketingProfs Don Draper email Part I - http://waldowsocial.com/Don-Draper/ Part II - http://waldowsocial.com/Don-Draper-Part-II/ Part III - http://waldowsocial.com/don-draper-part-iii/
  16. 16. Subject Line (WHAT it’s about)
  17. 17. [Read Blog Post]
  18. 18. Wait just a minute. I thoughtthis webinar was about writingirresistible calls to action!
  19. 19. It is. I promise.
  20. 20. A recognizable and/or trustedFrom Name combined with a clear,direct, compelling, and/or uniqueSubject Line leads to an open.
  21. 21. Once an email has been opened … a clear, direct, compelling, and/orunique Call to Action leads to a click-through.
  22. 22. From Name: Groupon Subject Line: Housecleaning - Rated ★★★★
  23. 23. From Name: Groupon Subject Line: Housecleaning - Rated ★★★★
  24. 24. From Name: UrbanOutfitters.com Subject Line: Big. Ass. Summer. Sale.
  25. 25. From Name: UrbanOutfitters.com Subject Line: Big. Ass. Summer. Sale.
  26. 26. From Name: Black Fleece by Brooks Brothers Subject Line:Yellow
  27. 27. Which call to action hadthe most clicks?
  28. 28. 3 rd most: 10.7%
  29. 29. 26.2% of total clicks
  30. 30. What have we learned?
  31. 31. 1.  Start with the From Name & Subject Line 2.  Test mostly text vs. large images vs. a combination of both 3.  Try including an image of a video 4.  Give subscribers many options to click 5.  Be sure the click-through landing page is consistent with call to action 6.  If it’s unclear what the main call to action is …
  32. 32. Get a FREE Email Review ar.gy/rebelsguide
  33. 33. DJ Waldow WaldowSocial.com @djwaldow waldowsocial.com/email

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