Live from MarketingSherpa Summit 2017: When is a click more important than a purchase?

ShareHow long do you have to know someone before helping them move? I don’t know about you, but I wouldn’t invest that kind of time without having an existing relationship with a person. As I listened to my father, Flint McGlaughlin teach in today’s Email Messaging Workshop at MarketingSherpa Summit 2017, I recalled an episode of Seinfeld in which Jerry went into panic when asked to help a new friend move: If you wouldn’t even help someone move in the beginning of a friendship, how could you expect a customer to be ready to make a purchase with only an email? Marketers often get so focused on increasing purchases that we confuse the goal of an email with that of a landing page. The goal of most emails is simply to get a click. In today’s workshop, we reviewed a recent experiment conducted with an internationally recognized news service known, specifically, for its work in journalism. The goal of this test was to increase paid home delivery subscriptions using promotional email campaigns. The Control The Control email attempted to sell the customer, asking too much at this stage in the conversion process. Everything from the headline to the CTA asked the customer to “subscribe” before they even know what they’re being asked to subscribe to. Essentially, the value was not understood, and therefore, the perceived cost outweighed the perceived value. As Flint McGlaughlin, writes in his book: “The marketer must match the message to the stage. We achieve this by…
Source: Marketing Experiments
Read the Original Article: Live from MarketingSherpa Summit 2017: When is a click more important than a purchase?