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So, you’ve purchased your targeted audience list and figured out your subject line. Now let’s focus on the message content. This is critical to persuading the user to click on your call to action. As you can see from the image, by the time it comes to clicks, you have inevitably lost a large proportion of your audience. Indeed, surveys have shown you have likely lost around 50% of your audience who never even open emails.

Let’s see how to maximise the chances of getting clicks from that diminished audience.

Your message should have three key sections to it. Each with its own distinctive purpose.

1. Don’t go!

Your first task is to make sure your reader doesn’t immediately leave. The use of personalisation can be important here, as are keywords. Your reader will quickly glance through your message to see if they want to continue reading. Relevant and useful keywords will pique their interest and you will gain a few more seconds of their eyeball time.

2. …because this will interest you

At Marketwise, you will always know what scientific area your audience are interested in.  Give them relevant, useful and interesting content to keep their attention.

Scientists are curious and generally like to keep up to date with new developments and breakthroughs. 

They don’t react well to a pure sales pitch, so keep it interesting and useful to build trust.

3. Now learn more!

Close your message with a clear and simple call to action button. Don’t confuse your reader with lots of links, it must be totally clear what they should do next…

 

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