“The number one obstacle we face with our emails is not a lack of brilliant copywriting, the right graphics or an understanding of personalization. The real enemy of underperforming emails is confusion,” Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, said in his live optimization session at MarketingSherpa Email Summit 2015.
During this session Flint McGlaughlin makes live edits to several emails submitted by the audience, offering feedback on everything from preheaders and titles to body copy and calls-to-action.
The first page submitted is from Kelly of RoadRunnerSports.com and is discussed by Flint and an audience of Kelly’s marketing peers. The live optimization of this page shows a discussion of principles from personal marketing experiences.
Of the many changes that were recommended by the audience, one that was particularly important was an edit to the calls-to-action and their color and contrast to the rest of the page, specifically the background image.
Flint makes the point that the CTAs do not look like CTAs and, “every time you ask your customers to make meaning for themselves, you lose customers … That is far too much unsupervised thinking.”