This is an effective way to moderate one’s comfort via clothing, but an ineffective way to “dress” your email. Your email should be scantily clad, no matter the weather or temperature.

Is your email dressed in layers? Do you have multiple calls to action? Are you trying to cram all your information into one promotional email rather than enticing people to click through to a landing page? Is your email design overly busy? Is your email marketing message unclear?

If your email marketing is all bundled up, strip it down:

• Keep it simple
• Focus on one call to action (included 3 to 5 times)
• Stay clear and concise in your message
• Streamline your design so it complements, not complicates, your message
• Don’t think of your email as the sales vehicle, but the introduction. Your goal is clicks, not cash…yet

Don’t smother your email marketing with turtlenecks and cardigans or else your recipients will only see a bundle of clothes, not the body beneath it. And the body is what drives your email marketing results.

My brain has defrosted just enough to impart the following observations:

An recurring theme here in Miami is how to best reduce the anxiety and friction caused by asking people for information.  Ask a web visitor for their email address or other details and they get their back up.  So the zillion yen question is, how to build the ideal email and landing page?  

An email or landing page that reduces the (often reasonable) concerns that people have when they give out information over the internet is what is needed.  While there is no magic bullet to solve this problem, there are many things one can do.

As an example,  if your landing page says ‘I won’t sell or share your information’ right next to the area where you’re asking for information, a whopping 66% of your visitors will be more likely to share their contact details.

More on this important topic later.