Email Marketing Wording – Does It Scare People Away Or Communicate Your Ideas?
“Words mean nothing. Action is the only thing. Doing. That’s the only thing.” Ernest Gaines
When you write your email marketing wording do the words in your marketing emails communicate your ideas or does your email marketing wording scare people away?
But you don’t write words to communicate alone.
You write them to request an action. Sometimes it’s subscribing, responding, purchasing, whatever you want your readers to do.
The email marketing wording that usually carries the most weight is the wording at the end, where you normally provide a link to proceed: your call to action.
This is the decision point. The email marketing wording you use here could sway readers either way.
Which Email Marketing Wording Should I Use?
So how can you know which email marketing wording to use? You can guess, based on your own preferences, or you can know for sure by running split testing.
Why Should I Split Test My Forms?
Split testing allows you to conduct a controlled experiment with your sign up forms to help you see which factors make them perform better for your campaigns.
Once you gather this information, you can use it to design a better form, helping you build your list. Below, you’ll find a few examples of what you might split test.
|Note that this is an intermediate to advanced feature. Before you get to this step, make sure you’re acquainted with setting up forms and adding messages to your campaign.|
The amount of information to capture!
Generally speaking, keeping the fields you capture in your sign up forms down to just “Name” and “Email” maximizes the number of sign ups you’ll get for your campaign.
But some marketers could really get some use out of other information, like:
|Phone numbers to follow up personally with subscribers|
|Birthdays to send special messages|
|Survey questions to solicit feedback|
If you have other information you would like to capture, you can have one control form, and one variable form where you capture other information.
Reviewing the results will help you to gauge the cost / benefit ratio of capturing more or less information.
Names of fields
You can easily change the labels of the fields in the web form tool.
You might test some different labels using a split test. For example, some customers:
|Use “First Name” instead of “Name” so that subscribers feel more comfortable providing only their first name.|
|Use “Primary Email” instead of email so that subscribers give the email they check most often.|
|Ask questions of subscribers but aren’t sure of how to best phrase the question.|
Just create a split test trying a few things out and see what generates the most sign ups and best captured information for your campaigns.
Email Marketing Wording – Form Headline
The headline section of your form appears above the empty input boxes where your subscribers type in their information.
It is the place where you give information that explains why someone would want to subscribe to your list. For example, take a look at the opt in form headline in the column to the right headed, ‘Your Blog Content Free Report‘. In this example you may want to subscribe to the list to get a free blogging report uncovering the real facts behind 6 figure blogs with a free report. To optimize your opt in rates you need to be clear on what you are giving away and provide information that is of value to your subscriber.
Perhaps advertising the tips you’re sending in the campaign is most enticing to visitors. Or, maybe listing bullet points of other benefits is better.
By split testing, you have the ability to test different copy in this area to explain different benefits of your campaign to see what works best.
Email Marketing Wording and Split Testing – Other
There are so many different things you can test, and once you have your email campaign established with an opt in form and some messages to go out, I encourage you to give it a try.
Other examples of factors to test include:
|Type of form (e.g. pop-up vs. pop-over)|
|Thank you page|
|Delay before pop-up / pop-over appears|
|Design / Dimensions of pop-up / pop-over form|
Take a look at your opt in form on your site and in your control panel. What other things could you test that would help you get the best results from your email marketing wording and campaign?
Email Marketing Wording – A Case of Textual Turn-Off
The Cabot Heritage Corporation, a stock advisory, ran a split test on two opt-in buttons. The buttons were identical in design and location. The difference was in the wording: one read “Send My Free Report”; the other, “Start My Free Subscription.”
Just two words changed, but that change had a powerful effect. The “subscription” button decreased conversions by 22.9% in the span of just two days.
What Happened Here?
Different words trigger different associations, and those can make or break the response rate. In the above case, it looks like readers associated “send my report” with a single contact and “subscription” with regular communication, requiring more commitment.
But your readers’ responses will partly depend on your subject and the relationship you already have. The phrase that crashed and burned for Cabot Heritage might take your opt-in rate soaring.
That’s why you need to test for yourself. But when you do, don’t forget to…
Think About the Long Run
In Cabot Heritage’s test, it looks like people preferred the idea of one mailing to regular updates. But whichever button they pushed, they were added to the same mailing list.
It would be interesting to see how people who didn’t expect regular mailings reacted when they started getting them. Did they unsubscribe and spam report rates go up with the opt-in rate?
When choosing the words you want to test, keep in mind that you need to set correct expectations. A well-informed subscriber is a happy subscriber.
How To Test Your Email Marketing Wording Call to Action
Your first step is to write several options that set those expectations and fit the usual “voice” of your brand – how you usually represent your brand in writing.
There are several approaches you could take:
1. You could go with a simple directive.
2. You could put words in the subscriber’s mouth.
3. You could restate the benefits that the subscriber will get.
Once you’ve designed a few options, split test them against each other. (If you use AWeber, they have trainings to show you how to test your web forms and your broadcasts.) Soon you’ll know just what phrase is the best call to action to use.
Who Answers When You Call?
- Are you getting the response you want from your email marketing wording and calls to action?
- Are the subscribers you collect interested and engaged?
- Do they click and purchase?
- Have you split tested your call to action in the past?
- How could you test it now for an even better response?
Actions For You To Take:
- You may wish to share your thoughts on email marketing wording and leave comments about split testing your call to action in the comments box below!
- You may also be interested in reading the following -> email marketing blog posts.
- Related Webpage -> Video reviews of the Aweber Email Marketing Software.
I hope you have enjoyed reading this email marketing wording post and have gained some value from it.
Mark Ford – Home Business Lifestyle Consultant, loyally stepping up for others SO THAT they are given inner peace. Registered Office: 13-15 Commercial Road, Hayle, Cornwall, TR27 4DE, United Kingdom. Registered in England No. 8927341.
Data Protection No: Z141291X
Business Website: Nice Money Publications.com