Experienced email marketers agree that the first few lines of an email are very precious, where main content and key messages should appear. But that does not mean that the remainder of the email is wasted space. There are ways that you can use the bottom of the email to catch the interest of recipients and increase your click-through rate.
By using a recovery module, you can list links to your website or additional incentives to grab the attention of a reader whose attention has slipped down to the bottom of the page. You can use the links in the recovery module to take readers through to related pages on your website. Link to in-depth information on the products or services referred to in the main body of the email. Alternatively, you can take the opportunity to highlight unrelated items, to list links to web pages containing clearance items or your most popular products or services.
Another feature that sits well within the recovery module is an incentive to encourage readers to respond to the offer outlined in the email content. For example, you could include a link to a discount voucher, white paper, or free sample.
In addition, take some time to A/B test different types on recovery module content to find out which links or incentives work best for you. You will be sure to make the most of your final opportunity to catch the reader’s eye before he clicks back into his inbox.