From Click Z
As a direct mail writer, I was trained to always first write the order card, or call to action. Working with the final objective in mind keeps copy focused and succinct. That’s even more important in the real-time world of online marketing.
You can see that action-oriented philosophy at work in a series of e-mail messages written to ConferenceCall.com customers.
Rather than pile all the information into one long message, the company sends a series of short e-mail messages at approximately four-week intervals that educate and up-sell the customer:
The welcome letter sets the tone for the e-mail series. What I like about it, and the others in the campaign, is that each bullet point ends with a link to an action item. There’s no unnecessary copy, yet the tone is friendly and helpful. In the sidebar, owners can find all their account information, a plus for those already overwhelmed by too many passwords and access codes.
In the week four e-mail, the company checks in to see “if you’re getting the service you deserve” — to make sure the account rep has contacted the customer, to introduce the Rewards program, and to offer to extend the service to other users.
In the week 8 e-mail, the reader learns about a “fun program we have here,” the company’s referral program. That’s a fresh way to position a common feature, especially since it directs readers to an intriguing link called “Free Stuff and Promos.”
The results? A 15 percent increase in conference calling activation rates for new owners, which Campbell feels is extremely successful. The individual e-mail messages generate open rates of 45 to 50 percent.
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