Takeaway #3. Emails should sell clicks, not products
Marketing emails should have one goal: to capture clicks, said Dr. Flint McGlaughlin, Managing Director (CEO), MECLABS, in his session.
"It is important to distinguish the difference between the product offer and the clickthrough offer. In many cases, we conflate the two."
Landing pages sell products, Dr. McGlaughlin explained. Emails capture clicks that bring people to landing pages. Emails get clicks by clearly explaining offers, offering incentives, and reducing friction and anxiety.
- Conversations before offers
Putting an email's call-to-action above the fold is like a man walking up to a woman in a bar and kissing her on the lips, Dr. McGlaughlin said. The intended audience is not ready. A cheesy pickup such as "kiss me, offer expires soon!" won't work either.
"He has to get her in a conversation," Dr. McGlaughlin said. "From that conversation, a relationship develops…The pickup-line's job is not to get the kiss -- the pickup-line's job is to start a conversation."