There is a very fine difference between “tool” and “objective”. The first is nothing more than a means to an end; the second is nothing more than the end itself.
Why is it important to emphasize this difference?
Very often, when talking about e-mail marketing, the delivery of the Newsletter as an “instrument” is mistakenly confused with the “objective”.
This small inaccuracy becomes the source of a series of errors – more or less serious – at the design stage, first of all, the overload of information.
Call to action
The goal of a newsletter must be to intrigue the recipient and encourage him/her to further examine the content by visiting the dedicated landing page. Thus the best strategy is to manage the information content, playing instead with graphic and text elements to trigger the recipient’s curiosity for more details.
It is only through the use of a well formulated call to action that it is possible to achieve this purpose.
An easily accessible button, containing “active” text, has a better conversion rate than “passive” text. Better results are achieved with phrases such as: request a quote, download the brochure, join now, etc.
Once the user is conducted to the landing page, a significant new challenge begins: to convince the visitor to get in direct contact with the company.
On the internet this interaction generally occurs by filling in a form, but it could also occur through a phone call, which is why forms and phone numbers should always be on the page.
The landing page shall then contain all the information about the product or service offered, provided that text and images are equally balanced so as to make the reading a pleasant experience.