COM CM 331 Lecture 10: CM331 Lecture 10 (pt.2)

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 331
• Professor: Rachel Wasdyke

Document Summary

Email messages: how to write a compelling email message. Stay on point: have one primary call-to-action, if you know the action your email is supposed to drive then you"ll have a much easier time drafting succinct email copy that remains focused on that one goal. Call-to-action (cta: all good marketing emails have cta, should be extremely easy to recognize, use actionable language, reiterate the offer using similar, or even same, language to make it easily recognizable across the email body. Ways to segment your list: preferences stated at opt-in / information self-selected, actions taken in the email, user behavior on website, previous buying history, geographic location, personal demographics, collecting information from online surveys. Common variables to test: subject line, offer, cta, time/day of the week sent, creative copy/layouts (button vs text, wording, position, color, size, repetition, etc. , landing pages, focus on single message/cta. Include important details: be consistent; have the same look and feel as your marketing email, from addresses.