The Content of the E-Blast & Why Bausch & Lomb Crystalens® gets a “B-” grade on their E-Blast.
Reading time: 4 – 7 minutes
In the last post we reviewed why the “From” segment and the “Subject” segment of the incoming e-blast are so important.
Today, we will talk about the body of the e-blast. It is important too. However, a marketer can put together a compelling HTML page with a great message, a compelling call to action and perfect formatting and the email will fail if no one opens it.
Keep reading to learn why B+L gets a grade of B- on the e-blast I use as an example.
Once the e-blast is opened by the recipient, the content goes to work. For the content of the e-blast to be successful it should:
- Clearly state a benefit or call to action in the upper 20% of the HTML page. This is what I call the 20% Zone. This is important because many people have their email client organized to show part of the selected email. A clearly stated benefit in this zone helps insure that the reader will start to scroll down through the e-blast.
- Keep the HTML page to a size no larger than a standard piece of paper. If a reader has to scroll too far, they lose interest and may think “I will come back later to read this.” Guess what? They won’t come back. The e-blast will get buried in their inbox.
- Offer something of value (a benefit) to move the reader to take action:
- A discount
- A free white paper on the subject
- Invitation to an informational webinar
- Promotion – free iPod with all orders in July
- Something at your trade show exhibit (if this is the purpose of the e-blast)
- Have easy to find and easy to use buttons for:
- “For more information click here”
- “For a no obligation product demonstration click here”
- “Not going to the show…No Problem…click here”
- Be sure that the buttons link to a landing page that is SPECIFIC to this product and/or e-blast. There is nothing more frustrating than clicking a button and being taken to a page where you have to fill out a comment section to indicate the product you are interested in. The landing page should say something like “Thank you for your interest in Product CureAll. Please provide us the information below and we will send you the white paper today. To learn more about Product CureAll click here.” Or, “Thank you for your interest in Vision Restore. Per your request, we will have someone contact you in 24 hours.”
- Include url links to your website
- Include links to your Twitter feed, any YouTube videos and your Facebook page. You don’t have these yet!?!? Get on the ball! Below you will see that B+L has 2 out of the 3.
- Consider using other technologies to engage the reader. A short imbedded video is great. However, this is not necessary for a really effective e-blast.
Let’s continue this discussion by reviewing my inbox below. I have selected Bausch+Lomb – “Florence Henderson Coming to a TV Station …..”. Most of the time B+L has ineffective subject lines. Yet, this one is nearly perfect. Florence Henderson is a star in the USA. That will definitely get the reader’s attention. Also, B+L has done enough saturation marketing about Florence Henderson as their spokeswoman that somewhere in the back of most eye care professionals’ minds they relate her to B+L. Also, it says “…coming to a TV Station…”. Even though, the subject line is interrupted at that point, the brain wants to fill in the rest with “near you.” So far so good.
Notice my email client is organized so you can see part of the selected email. Many people have their email software formatted this way. That is why it is very important to be sure that a compelling message is in this part of the e-blast. In the case of the B+L e-blast, the message you see in this 20% zone is above average. However, I believe they miss a huge opportunity that is indicated at the very bottom of the content. In the 20% zone you do see Florence and the “play” button on her picture. This indicates a video. This will definitely get some reader involvement as some will decide to watch the video.
Now, I will show you the entire body of the content section of the e-blast.
What do you see at the bottom? “Get started with the Crystalens Florence Henderson Marketing Campaign!” Why did they leave this to the end?!?!? This is the real call to action to get a doctor to collaborate with B+L. And, it appears that B+L will provide the doctor with materials and links. This is the biggest benefit to the doctor yet B+L leaves it at the bottom of the page. They should have indicated this opportunity for collaboration in the 20% zone. This is why B+L gets a grade of a B- for this e-blast. For my international readers, a B- (B minus) would be just above average. An “A+” grade would be excellent. An “F” grade indicates failure.
Next up Nidek gets graded a D for their e-blast.
Happy internet marketing!
