What is an Offer, an Incentive and an Action when Email Marketing?

October 29, 2013 |   3 minute read

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What is an Offer, an Incentive and an Action when Email Marketing?

Email Marketing takes time and effort. It's your mission to ensure that your readers benefit from the information you share and are interested enough to click through your content and eventually contact you. Nurturing your leads through their buyer's journey using email marketing as part of your strategy starts with a good content plan. 

Here are three things to think about when you're creating marketing emails:

  1. Know what you want to say and when you want to say it (multiple emails can be connected by a theme and sent as a user progresses through the information. Using a CRM such as HubSpot lets you automate these emails)
  2. Know who is responsible for the email responses. A great email will not produce results if there's not a person responsible for interested readers and is ready to nurture the connection. 
  3. Good email subject lines prompt interested readers to open your emails. Once they're in, offer content that is engaging and helpful and prompt them to do something more, like read a blog, subscribe to a list, or sign up for a free offer.

Listen to email marketing expert Megan Osler talk about creating successful email marketing campaigns for your business.

So What is An Offer, Incentive and Action?

Email marketing best practices include making sure you have three essential elements in all your emails:

Your email Offer is a reason for your audience to engage. Get the emails opened with a good offer.

The email Incentive is a reason for your readers to act NOW. Let readers know what's in it for them.

The Action is how your reader can take advantage/act now. Add a link to another piece of helpful information or opportunity to prompt readers to sign up or contact you.

Using all three at the same time is the killer combination that gives you a better chance for customer response.

If you've got these three elements ready to go, check again to ensure they're the best options for your target audience. Your offer must be aimed at your target audience’s interests because no amount of good writing and enticing graphics will make someone who doesn't really want your product buy it.  Take a look: 'Email Marketing Does Work,  It's Just Done Poorly By Many People."
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