I just received an email inviting me to sign up for one of the last three spaces in a Vinyasa Class at a nearby spa. But the email had one big problem. The links weren’t helpful to me – and therefore, not really helpful to the sender.
I wasn’t interested in that class; it didn’t fit my schedule. But there were other classes listed in the sidebar that looked interesting.
So what’s the problem? There were several links on the page, why didn’t this email work to get me into one of their classes or to one of their other services?
- The biggest link on the page was to register for the Vinyasa class. I didn’t want that one. (It was also buried “below the fold” because the title bar was unnecessarily large.)
- Another link was for directions. But I wasn’t going there.
- The first link on the page was how to Unsubscribe. Was that what they really wanted me to do?
What was missing was a link to their website so that I could find out more about those other classes or about their spa.
All of your email marketing should serve two purposes. First is to publicize the specific event, service, or product that is the subject of the email. Second is to publicize your existence and give the recipient an easy path to find out more about you.