I thought about it for a second, then floored him with this answer:
“By itself, not much at all.”
(I can hear you thinking, “But, Scott, you claim to be an email marketer. What the hell are you talking about?”)
I then went on to say, “We need to beef up the website and leverage this awesome content as drivers for email clicks.”
As I’ve said before, email can’t be put into a vacuum. And the ultimate question for an email is this:
Where does your call-to-action land your customer?
If you’re landing email clickers on your website, your website becomes the most important component of your email campaign.
Why? Because if you’re selling me a four-star hotel, and I arrive to find a shack surrounded by dirt, I’m pretty sure I’m going to want my money back. If you want me to buy a vacuum, and you link me to a page that’s not specifically about vacuums because you haven’t built it, what are the odds I walk away from your offer? Probably pretty good.
I tell everyone who will listen that I don’t want people reading my email. I want people to click through to my website so they can purchase something. The purchase cannot take place inside the email itself.
Even if the email offer is a printable coupon for the in-store purchase, I still have to go to another place to complete the action you want me to perform. If your store is horrible, and you don’t have the item I want in stock, I’m not completing the purchase.
So, the question of the day is this: Does your website back up your email program? If not, start there before really pushing new creative.