Imagine a company that spends tens of millions a year on lead generation — everything from TV and radio to full page space ads and direct mail and banners all over the net.
One such company is Fisher Investments with over $35 billion under management and headed by Forbes columnist, Ken Fisher.
How does such a behemoth screw up the email marketing basics like this?
Here was the email sent by Fisher Investments on Tue, Jul 13, 2010 at 2:38 PM PT. Imagine how many names this went out to with a marketing budget like theirs.
Subject: Surprising Prediction by Forbes Columnist Ken Fisher
Body: “If you have a $500,000 portfolio, you should download the latest report by Forbes columnist Ken Fisher. In it he tells you where he thinks the stock market is headed and why.
This must-read report includes his latest stock market prediction, plus research and analysis you can use in your portfolio right now.”
And now for the capper. There was no link in the email message.
This is an email marketing sin if ever there were one. The subject line was intriguing enough that it got me to open it — no small accomplishment these days.
Then I’m told an expert will be sharing a valuable prediction for where the market is headed. Okay, I’m ready for the content — beam me up Scotty.
They drop the ball. No link and no possibility for finding out this information. Moreover, there’s no chance for Fisher to gain a shred of business from such a gaff.
They did take the trouble to qualify the reader with the phrase: “If you have a $500,000 portfolio…” but that certainly wasn’t a condition for receiving the latest report. Was it?
Or maybe it was just a really sophisticated way of conveying that Fisher thinks the market is going sideways by omitting the link.
Either way, you always need to verify you’ve got a functioning link in your email message if your intention is to give your subscribers valuable content on a web page.
If you’re an email marketer, one way to get an immediate pop from your marketing efforts is to concentrate on your email marketing subject lines.
Hundreds of email marketers have already grabbed this subject line collection and discovered…