It's always a really great feeling when the email marketing strategy that you slaved for hours over is set into motion and your plan all comes together. Before this marketing strategy you'd had some kinks that you needed to iron. The figures you were getting back were okay – but nothing special. People hadn't really been clicking your email very often. You weren't even sure if some of the people on your subscribers list had even seen it – you wished that your email had eyes so you could see whether or not it had been put straight into the spam folder. You can track all of the above using your ‘eyes’ in the form of email marketing. This new strategy has everybody clicking and opening it. That subject line you slaved over must have worked perfectly to entice people in, and your email pitch was well-worded enough to get everyone to click over to your landing page. You're hitting click rates of 90%-95%. Everything's going perfectly, right? Well, not necessarily.
Even with an email marketing strategy designed so slick that it's practically impossible to not fall in, you might not be making the best choices to achieving your true goal. Your true goal isn't to get a lot of clicks to your landing page – that's just a half-way house – your true goal is to get your subscribers to do something – be it buying a product, or even filling out a survey. Sometimes when building an email margining campaign it's easy to lose sight of your true goals – the real reason behind your campaign in the first place. Say you were a street vendor, perhaps selling those big foam hands at football games. Now let's say you were to walk around the football game stark naked trying to sell these foam hands. Sure, you're going to get a lot of attention from the crowd (here an analog for your subscriber list), but are you really going to sell a lot of foam hands?
Sometimes it's time to put that slickness away, or at least reign it in a bit. You don't want to come across to your subscribers as a silver-tongued salesman or a pied piper. You want to be clear, concise, and earnest in your pitch. Don't do whatever you have to do to get clicks, do whatever you have to do to convert people to your cause. Not just to shepherd them to your landing page, but to guide them there, and show them exactly what it is that you have to offer.
It's easy to get a bit depressed if the figures come back from an email campaign and it seems like your emails haven't really “clicked” with your subscribers, but don't let that get you down, don't let it make you feel like you have to use tricks to get them to your landing page. Instead, have a look at the far end of the spectrum. Are people that do click liking the thing that you've been trying to get them to see? If not, why not? Now, how can you try and convince other people that you're just trying to help them out? The trick is not to nothing too aggressively or offensively. The true aim of a good marketing campaign is to be neutral – to be the middle man. Get them from A to B by clicking, sure, but make sure that you're truly helping people who are interested get to where they want to be.