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Apr11
Key Elements for Maximum Email Newsletter ROI - Email Newsletter, Email Marketing Podcast Part 5
NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral Metrics This is part 5 in a series about getting maximum ROI from your email newsletter and email marketing efforts.

The first post, Key Elements for Maximum Email Newsletter ROI - Email Newsletter, Email Marketing Podcast Part 1 focused on knowing what device a newsletter will first be opened. Part 2 dealt with color and content completeness. Part 3 started the discussion of patterns followed by successful email newsletters. That discussion was continued through Part 3a, Part 3b and part 3c.

Part 4 dealt with measuring your audience’s response to your newsletter and here we start the second podcast in the series and answer "If links are important -- the next question is -- how many of them should I have? (You said odd numbers are better.)"

 

Again, this is something from cognitive science and psycholinguistics that is directly applicable to marketing materials. Give people a binary decision path -- Yes/No, LinkA/LinkB -- and they'll essentially stop. Believe it or not, two links is too much information for most people to deal with.

But, three links? That's fine. They can literally chose the middle road. This is something I talk about when I explain "Priming", what magicians call "Forcing". You can design a page or newsletter so that people will chose the link you want them to follow just about every time and not realize they're doing it.

Once you get beyond three you start seeing Likert style responses. Likert and biasing responses are things researchers and questionnaire designers are very familiar with. You can basically force responses by the number of options you offer and their placement. Even numbers of options tend to be excellent for forcing results, odd numbers are good for getting real responses.

Please contact NextStage for information regarding presentations and trainings on this and other topics.

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