- Week 1: have a strong subject line and address a prospect personally
- Week 2: give identity and branding to your business and personalize your content
- Week 3: make sure you’ve appropriately segmented your audience and provide a value proposition and context
- Week 4: Craft a strong call-to-action, provide relevant images and display social sharing buttons and links
Now I’ll talk about the last part of the email marketing that gets your emails attention, click-throughs, engagement, trust and ultimately sales.
Another CTA
You never want to just have one call-to-action in your email. Even if your prospect is 99.5% sold on your vacation packages, you’ll want to add at least one or more CTA’s to your letter, usually in the P.S.
This helps solidify a prospect’s decision to buy, especially if you can add in some iron-clad guarantees or sweet bonuses that will get them more excited about their impending purchase. You can even try to cross-sell or upsell in this part, where your prospect will already feel confidence in what you’re offering.
Remember that you’ll want the secondary to boost your main sales message but not compete with it. If you have an overabundance of them, you’ll likely frustrate your audience, prompting them to leave your email.
Here’s an example of a secondary CTA:
P.S. Now that you’ve seen how low our vacation packages are, we want to make sure it’s the European vacation of your dreams. So we’ll throw in a FREE iPad mini, so you can take pictures, upload travel guides, check out maps…whatever you need!
Ensure your audience’s privacy
Do you emails stress your prospects out?
You may not think they do, but they might be if you’re not giving them a solid privacy policy. In other words, you need something that will ensure you’ll protect their personal information from spam bearing third parties.
How can you solve this potential hurdle? Simply include your policy link on your home page. Most of the time, it’s included at the very bottom of the page where most people expect it. You can also have on landing pages once people sign up for newsletter or blog updates.
Try to make a reflection of your company’s personality. You can make it formal by saying something like this:
We hate spam as much as your do and value your privacy. So you can count on us that we won’t sell your personal information to any third parties.
Or this, if you’re company is more casual:
Spam’s so annoying, kind of like athlete’s foot. But you can sleep well tonight, knowing that we’ll protect your valuable personal information from all those silly miracle cures, hot penny stock tips and all that other junk.
When visitors reach your privacy policy, explain to them how you’ll guard their email addresses and other important information. This is a small but integral step in building your trust with prospects.
Allow readers to unsubscribe
As hard as it is to lose subscribers, you must always include an unsubscribe link to your emails. Lately, some less-ethical marketers include this link, but the landing pages don’t allow an easy unsubscribe process. Instead, they often lead to another sales page that doesn’t allow the reader to stop receiving the emails.
You don’t ever want to resort to that kind of tactic with your emails. Strategies like these can damage your reputation as an upstanding travel business and could leave you susceptible to legal action.
In addition, having an unsubscribe link ensures you’ll only have those people on your list who want to hear from you.
Including a clear unsubscribe procedure will also discourage readers from pressing the spam button, which is exactly what 47% of email recipients will do. That’s one of the last things you want to happen in your email marketing.
What have you done to make sure your unsubscribe, privacy policies and secondary CTA’s are working well in your travel marketing? Share you thoughts below…and thanks for reading this series on sending stellar emails!