Always have an objective
Written by Chris Barling
Wednesday, 24 August 2011 00:00
From each communication you should have one objective with an associated clear call to action. You need to make this absolutely clear and ideally it will be ’above the fold’ so people can readily see it. In some cases this will be to get a purchase there and then. In other cases you will simply want to move the prospect along the sales funnel. Any segmenting of your email list you should aim to have the correct objective for the correct segment.