In creating messaging campaigns, concise optimization in terms of content, layout, timing and other aspects play a vital role in making sure your underlying message remains relevant and impactful to your target audience. Leaving any element to chance may sacrifice the response rate in the end, which in turn sacrifices the overall campaign objective of generating the highest ROI possible.
The first, and some would say most important, aspect of your campaign is the subject header or ”headline.” Word for word, the subject header needs to be as compelling as possible in order to draw the reader in and leave them wanting more. Include as many relevant keywords as possible without diluting your underlying message. Keep things short, to the point and always remember who your target audience is and what information will get them interested in reading the content you have created. Remember that your subject header is the first call-to-action that you present to your audience. The message is clear – read me.
In creating your message content, it’s important to keep things as relevant as possible while targeting the overall message towards encouraging the reader to follow through on your call-to-action. Brevity is key, so always remember that less is more when it comes to creating an impactful message. Try and leave out buzzwords that may confuse your audience and dilute your message, while focusing on keeping your content clear, straightforward and to the point.
How you structure the flow of content into your call-to-action is of the utmost importance to inducing a successful response rate in the end. It needs to be clearly stated and compelling, while making sure not to oversell. Since the entire campaign is built around your call-to-action, relevancy to your content and audience is vital in generating a response.
Once all elements of your content and call-to-action are optimized, it’s time to focus on how you structure your overall campaign in terms of layout, timing and audience reach. These aspects are equally important to ensure a successful response rate, and should be carefully planned and optimized for the goals of your campaign. Keep the layout clean and concise without trying to include too many unnecessary elements. The key is to draw the reader’s eye to the most important information and then guide it through the flow of the content, eventually ending in your call-to-action. This may be represented in a banner, a form, an email address or simply a request for further action. Regardless of its form, the call-to-action needs to be as clear as possible and needs to be easily understood and accessible to each and every reader.
The reach and timing of your campaign is also vital in making sure your message is being delivered to the right people at the right time. Choose your list of recipients wisely to maintain relevancy, and focus on quality rather than quantity. Having 1,000 highly relevant, targeted and interested recipients is much more valuable than having 100,000 random recipients and hoping they respond. Also, remember that timing is everything. Always send your messages when they are most likely to be opened and read. This is generally thought to be Tuesday through Thursday during the work day hours, however this may vary if you are targeting a specific segment that may work different hours or if your content has a time sensitive nature.
Don’t leave anything to chance. Careful and detailed planning will ensure you create engaging and effective content for your messaging campaign. Taking the time to optimize each and every aspect – from headline to calls-to-action – can ensure that your content generates a successful response rate and overall return on investment from your campaign.