Applying Monroe’s Motivated Sequence
Coming up with an effective and successful e-mail marketing campaign requires the perfection of three main parts of the e-mail: the from line, the subject line, and the ad itself. Your time spent creating an effective campaign can be made more productive by the use of some persuasive techniques.
In the from line of the e-mail, you want to establish your credibility. You can do this by using your company name. This creates a sense of trustworthiness on your part, and will encourage a higher open rate. Once you have established your credibility, you can draw on Monroe’s Motivated Sequence to help with the rest.
Monroe’s Motivated Sequence is a five step process of persuasion:
1. Attention: present a problem, make an offer, or use legitimate statistics to gain your audience’s interest
2. Need: convince your recipients that a specific action must be taken to solve the problem/accept the offer
3. Satisfaction: tell your audience how your product or service can help
4. Visualization: show what will happen if they accept your offer, and what will happen if they do not
5. Action: tell the recipients exactly how to accept your offer or buy your product/service
Relating this to your e-mail marketing campaign. . .
The subject line of your e-mail is where you get the recipient’s attention. Without losing your credibility, you should make an offer or present an interesting idea to your audience. If advertising beauty products, a subject line that says “Get rid of wrinkles now – $25 worth of free products” would be more effective than a subject line that just said “beauty secrets.” Knowing what subject lines to use and not use, can help raise your open rate. Once you have settled on something that will make people want to learn more, you can move on to creating the ad itself.
This motivated sequence is meant to get people to take a specific action, which is what you’re trying to achieve with your campaign. You should briefly show your audience they have a need that your product or service can satisfy. Then you need to show what the effects will be if they accept your business, and what the effects will be if they do not. Again, in the case of a campaign for cosmetics, this step could be achieved with a before and after photo.
Finally, you need to incite the recipient to take action. The better your call to action is, the higher click-through rate you will have. To do this you need to clearly explain to your audience how to attain your product or service, and where they can go to find out more information about it. You could include a link that says “Click here now to receive your offer” so that there should be no confusion on the recipients’ end about what to do next. Therefore, your audience will go to your website or landing page, and your campaign will have a higher rate of success.
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