Overall sales and market share can experience solid gains with modifications to your online and offline campaign’s copy and design elements. Below are a few tips that work:
Copywriting is one of the most essential components of a successful advertising campaign – whether it’s a direct mail package, a full-page ad, an e-marketing campaign or web content. The fact is, words matter. Even one word can make the world of difference. In crafting compelling copy, here are some points to keep in mind:
- According to research, five times as many individuals read the headline as read the body copy. Your headline must satisfy multiple needs: it needs to present the USP (unique selling proposition), focus on the key benefit of your product or service in a few well-chosen words, and be succinct and memorable all at once.
- Connect first, sell later. It is best to empathize with the customer and identify with their needs before you launch into your sales pitch.
- Know who your audience is and the psychographics of your customer base. Dispel yourself of the illusion that your copy will appeal to all people. It doesn’t have to; all it needs to do is appeal to your most likely customers.
- Concentrate on benefits instead of features. Okay, so you have a high-impact, state-of-the-art product that blows the competition out of the water. But what does that mean for your customer? It means that what they get is a product that is faster, more efficient, easier to use, flexible, and cost-effective. Your prospects may not have a compelling need for your product – or so they think. It’s up to you to create that need.
- Forget about the jargon. The most effective mailings dispense with the jargon and speak directly and straightforwardly to the customer, weaving in logical and emotional reasons to buy.
- Use the element of scarcity with offers. Scarcity is great because it creates a fear of shortage, and thus a sense of urgency. Limited time offers and limited quantity offers are popular scarce tactics. In some studies, limited quantity offers have outperformed limited time offers because it is hard to tell when something that has a limited quantity will become unavailable.
- Personalization is a core tactic of direct marketing. Combine transactional and profile data to make sure customers get a message that is right for them.
Design to Improve Marketing ROI
Email design elements are critical to open and click through rates.
- Design a multiscreen email design for all campaigns to ensure your email marketing can be read on mobile, tablet and desktop devices.
- Stick to basic themes, colors and navigation elements in your email campaigns. The design elements in your email should be consistent with the look and feel of your company brand image so your readers can identify with you. The use of email templates that include your branding elements such as colors and logo is one way to ensure a consistent email style.
- Use real text at the top of your email template to start consumer engagement. Large graphics at the top will not be visible unless the consumer downloads the images.
- The majority of people prefer emails with images – pictures are a great way to engage your audience. However, you should pay attention to how long it takes to download your email message. Be careful not to overdo it with too many images or very large images.
There are many different designs and formats to choose from when planning a direct mail campaign depending on your budget and your target audience.
- The most common is the letter package. This format can look official or create a sense of urgency by the use of teaser copy on the outer envelope. Utilize action devices such as labels, cards, personalized postage notes or zips/tear offs to engage the consumer.
- Postcards are the least expensive direct mail format and gets your message in front of the consumer immediately.
- Self-mailers can be designed with clever formats that are versatile. The Slim Jim, Magalog and Digest can be designed and mailed to look just like a magazine.
- Dimensional mail stands out in your mailbox and has a higher open rate than traditional mail. A mail package with something lumpy in it will spark the interest of the consumer. This tactic works well with small mailings targeted to C-level executives.
Landing Pages that Convert
The landing page is the final step in converting a visitor to a lead. What’s great about a landing page is that it directs your visitor to your offer without the distractions of everything else on your website.
- Landing pages should render properly on all devices. Also, remove menu navigation and links that could distract the visitor from filling out the form or provides an easy means of escape.
- Headers should clearly explain the offer and be consistent with the CTA visitors clicked on to reach the landing page.
- Be brief and to the point. Make it easy for the visitor to scan a brief paragraph explaining what the offer is, followed by a few bullet points outlining the benefits of the offer.
- Including a relevant, interesting image on the landing page will help visitors visualize the offer.
- Convey the value of your offer clearly and effectively. For instance, instead of “includes specifications of xyz” spin it to “find out how xyz can increase productivity by 30%”.
- Don’t forget to include buttons to enable your visitors to share content and offers.
- A short form is key to a landing page. The fewer fields you have on a form, the more likely you will receive more conversions. Only ask for the information that will help follow-up on a lead. Also reduce the spacing between each field and align the titles to the left instead of above to make the form appear shorter.
- One of the best ways to increase form conversion rates is to simply not use the default word “submit” on your button. If you think about it, no one wants to submit to anything. Instead, turn the statement into a benefit that relates to what they will be getting. For instance “download whitepaper” or “get your free ebook” or simply “click here”.
- People are reluctant to give up their information these days, especially because of the increase in spam. To help reduce a visitor’s anxiety to complete the form, add a privacy message that indicates their email will not be shared or sold. If your form requires sensitive information, include security seals, a BBB rating or certification so visitors know their information is safe. Adding testimonials or customer logos is another way to reduce visitor anxiety.