Once you get the subject line right, the body of the email must be addressed. Remember, people have a delete button only inches away from what they are reading. You need to capture their interest quickly and effectively for them to express their interest.

What are the most common errors that people make when designing the creative for their email campaign?

• Too much copy.
• No offer.
• Call to action button hidden below the fold.
• Too many images.
• Links that send the prospect off the email to other locations NOT your landing page.

Remember, people are getting dozens if not hundreds of emails a day. You have about 8 seconds to capture their interest and get them to read more. Yes, I said 8 seconds. So, the offer must be up front, concise, and effective. The content needs to be benefit oriented. People today want to know “What’s in it for me?”. So, tell them how YOUR institution can help them achieve their goals. Here are some ideas for making an effective email.

• Short bulleted points.
• Benefit oriented.
• Keep images/logos to a minimum.
• Offer no links to outside websites INCLUDING your own website.
• Ignore hyperbole “We have 8 Rhodes Scholar professors.” Or, “We will waive our registration fee.”.
• Focus on how a degree from your institution will help them meet their career goals.

Remember, name recognition is critical for your campaign success. Make sure the prospect knows who you are, and what you can offer. All links need to lead to your landing page. Not your website, not Linkedin, not YouTube, or not to your website. Once they leave the email, they are gone. The odds of them coming back are zero. Get them to your landing page so you can learn who they are and what they want. Good luck with your campaign. If you have questions or need a quote for a campaign reach out to david@marketmappingplus.com and we will be happy to answer your questions and get your campaign going in the right direction.