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The Two Critical Factors of Effective Landing Page Design
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The email marketer knows that relationship building doesn’t only apply to a wedding, but to an opt-in as well. Simply because you now have permission to email a subscriber doesn’t mean that he will remain on your list. The big question then becomes, “How can the email marketer maintain subscriber loyalty ‘until death do us part’?” Subscribers consider their inboxes as personal a space as their homes, and you want to remain a welcomed guest as long as possible.
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Not all of your emails will knock the ball out of the park, but every now and then some do. The question is ‘What do you do with these successful emails?’ You used them once but how can you reuse them without seeming repetitive or boring to your target audience? These emails were successful for a reason and as an email marketer you should be able to squeeze every drop of benefit from them.
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The integration of social media with email marketing may be considered the next big thing in email marketing. The cost-effectiveness, instant results and high ROI of email marketing can now be enhanced by the social media to deliver messages to your target audience.
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Some email marketing researchers report that you may lose as much as 30% of your list over a year. Some of these people may simply unsubscribe from your list but on the other hand many simply abandon their email addresses without updating their subscription. There are several reasons why readers ditch their email addresses such as changing their ISPs, changing jobs where their email address was tied to their employer’s company, and as a strategy to get away from spam.
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If you have no credibility with your email recipients, then it will be almost impossible to sell them on anything else. Trust is basic to any business to consumer or B2B relationship, and with the onslaught of spammers and other phishing attempts online, commercial emails are received today with some skepticism. It therefore becomes crucial for legitimate businesses to separate themselves from spammers and other email abusers by following practices that build credibility for their brand.
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Your prospect is now in the valley of decision held back by caution and pushed forward by desire—on the bank, in the river, on the bank, then in the river. At this moment too much prodding may cause you to lose the sale, yet too much caution may leave him undecided. It’s the moment of truth and the question is, “What should the seller do?”
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You see, a general rule of thumb in marketing is that a ‘prevention product’ is harder to sell than a ‘cure product’. For example, it would be easier to sell dental filling than cavity prevention toothpaste. The reason is not hard to see. When the prospect has a problem which affects him personally, then it’s easier to get his attention. When the prospect doesn’t presently have the problem, but is asked to prevent the problem using your product, then it is harder to imagine.
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How many stories can you recall from your childhood that had two competing characters? The Tortoise and the Hare, The Ant and the Grasshopper, Beauty and the Beast. The Bible is also filled with stories of two--Cain and Abel, Abraham and Lot, Jacob and Esau, The Rich man and Lazarus, Prodigal Son and his brother and the two builders—one built on the sand and the other on the rock.
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The Two Critical Factors of Effective Landing Page Design
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