Earlier this month I received an email that captured my attention. The email contained an inviting image of a book that caught my eye instantly. Along with the image was some copy that provided a brief description of the book that was pictured. Interested, I clicked the link in the email which redirected me to an attractive and well laid out landing page that appeared to have good information and a link to purchase the book. I was busy though, and didn’t have time to read any further. I saved this email to my “starred” file so I could look at it later when I had more time.
Over two weeks have now passed, and I had forgotten about that email and the book. However, I had some time today and went to my “starred” email file and reviewed the 30+ emails I have saved in that file. These are the emails I deem worthy of more of my attention. I clicked on this email and I remembered why I saved it. I invested about 90 seconds of my time reviewing the email and again clicked the link to the landing page. The content was compelling and helpful. I signed up for the newsletter and purchased the book.
In marketing, it’s often not the first touchpoint where the response you want happens. Most of the time it takes many more touchpoints before the action you want takes place.
Did the sender of that email have a follow-up email with a story that would capture my attention? If so, when should I have received it?
Was there something of value coming my way to engage and nurture me?
Suppose I didn’t save that email?
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