Online sales often correlate with the number of emails sent. Months where email sends are down or unopened are high and sales slump. Which is why email is often the 500 pound gorilla for nutritional health and supplement marketing.
With email being such a key component to revenue you’d think more health marketers would spend more time getting it just right.
It’s not really the marketers fault.
They usually have a ton of stuff to do and never enough time to do it all.
Plus theres so many parts to email.
Yet they one part that has the most impact is overlooked by many health marketers.
And that is the subtly of how to craft the presentation of the offer.
The most common offer is the discount.
This offer gets tiring after a while for both the marketer and the customer.
So let’s look at one email discount promo that was done right.
This one was sent from Swanson Health Products.
First off, their header really helps to let the buyer know the company is there for them with a very clear 100% Money Back Guarantee promise and a 1-800 number.
Next accounting for eye flow, they use color (RED) and size prominently on the left framing the offer as “the biggest” they’ve ever offered.
The offer itself is for 25% off on all products
One tried and true sales tactic is scarcity. Limit the number or time something is available and that automatically triggers our fear of loss.
Scarcity should be used with every promo offer and it’s used expertly in this case under the banner and on top of the call to action button. The close proximity of scarcity to the call to action pairs these two elements to the point of decission.
The next element that should also be part of every offer is the risk reversal. Of which Swanson adds the right touch as you can see below with the picture of the CEO and the signature.
The call to action button is another point of subtly that Swanson does so well in this email.
It’s prominently placed with good use of color but the real beauty is in the copy used here.
“Click to activate” plays into the fear of loss here, implying that your simple click is all you need to get the 25% discount. Yet this is really just the start of the decision process, which takes you to the category page. This puts less pressure on the choice of product at the email stage, and simply asks for a micro commitment. This is subtly but powerful.
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