Email marketing is far from dead. In fact, it’s still one of the most powerful ways to connect and communicate with a consumer. But too many people don’t know how to do it right. Or sometimes they get part of it right, but they create friction for the reader in understanding the content and taking the action that they need to take.
Today I’m walking through a very common mistake: The lack of congruence in email marketing. I’m showing you examples of the problem, so that you can avoid the same mistake yourself, and see better results in your email campaigns.
Points to Keep In Mind
- Email marketing is still one of the most powerful forms of communication. But it’s easy to make mistakes
- You can use templates, but they often give the email a more formal, less personal feel, which can be harmful
- Create a user experience that flows for the user, and always takes them exactly where they would expect
- If your user flow is confusing, you will experience a lot of traction
- Congruency and ease of use is the most important thing in email marketing
- Put the link in the email three times
- Create a streamlined process where the customer gets exactly what they expect each time they click a link
- In the digital age, it’s easier to acquire customers, but it’s also easier to lose them