Welcome to the MaxEXP Blog

Every email has on average seven seconds to prove valuable and reveal its offer- or get in the trash bin. The importance of delivering a clear, concise offer is the tip of today’s email marketing must-haves. In fact, clear messages are far more effective than persuasive tactics. Flint McGlaughlin, Director, MarketingExperiments asserts that “reality trumps persuasion.”He made the phrase into a type of mantra, having the audience repeat it several times at the recent MarketingSherpa Selling Online Subscriptions Summit in New York City. By reality he means being clear and to the point will beat any selling tactic. There are two areas of clarity that need to be discussed: external and internal.

External clarity is when you put yourself in the shoes of the customer and see if you understand what the email wants you to do and why should you proceed in this action. Your customers are not looking for a reason to read your email, rather a reason to trash it. Likely, you know the ins and outs of your products; understand the value…however your customer does not.

Furthermore, internal clarity involves knowing your team or client has a complete understanding of the objective of every email send. What is the end goal? What are the best means to achieve it? What exactly is the offer? Do they want a customer sign-up, a click-through or purchase? The only thing you need to be selling in an email is a single second action- a click to your landing page. Your landing page is where you do the actual selling of your offer. The key is to engage first then drive your customer to the end conversion.

More email marketing must-haves will be available in the coming weeks.