Industrial and Manufacturing Marketing Blog

Are You Creating Irresistible Offers with Your Email Marketing?

Do you know the key component of email marketing that generates more high-quality leads and drives sales? Marketing gurus tend to talk about opt-in pages, sign up forms, calls to action and interactive squeeze pages to boost your click through and conversion rates.

However, for email marketing to be a true driver of sales, your need something even more valuable and every email that you send out should have it. What is it?

Creating an irresistible offer or incentive – one that is so strong, it compels your reader to part with his/her name and email address.

Just adding a sign up form in the sidebar of your site or blog stating “Sign up for our monthly e-newsletter for the latest news and handy tips” may be a direct call to action but is it really an irresistible offer or incentive?

No, telling your readers what to do next is only half the battle. You need to add a self-serving motive to complete the equation. In other words, motivate them to act on your offer now!

An irresistible incentive has to be specific. Handy tips about what? Which problem will your tips solve for your reader? What specific benefit will your reader receive in exchange for parting with his or her email address? Is the promised/perceived benefit strong enough to overcome the readers’ need for privacy, or their reluctance to add another marketer to an already overcrowded inbox?

Here are some examples to help you understand the concept:
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Of course, you don’t have to copy word for word any of the examples from above, you are the only one who can decide which approach works best for your product, service or list.

However, realizing that your sign up forms and opt-in pages must contain both components – an irresistible offer or incentive as well as a clear call to action will go a long way towards boosting your email marketing’s open and conversion rates.

Achinta Mitra

Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education and an MBA with 36 years of practical industrial marketing experience. You want an expert with an insider’s knowledge and an outsider’s objectivity who can point you in the right direction immediately. That's Achinta. He is the Founder of Tiecas, Inc., an industrial marketing consultancy in Houston, Texas. Read Achinta's story here.
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