Message & Media: No Excuses!

Athleta captures the attention of its subscribers with this email alerting them that this is the last day to take advantage of 20 percent off.

Audubon Workshop entices its email recipients to keep up with its “Bird of the Day” emails, offering interesting facts for bird lovers to pore over.

31 reasons to send email and direct mail

When was the last time you sent your customer/prospect/member/donor/fan a message via email, direct mail or another channel? Have you gone silent because you don’t think you have a reason to write?

Too often, marketers only communicate with customers and prospects when they have something to sell. While that’s a solid business objective, there are many other reasons to communicate that can help build your brand, strengthen customer loyalty and open new doors for two-way engagement across channels.

For example, successful real estate agents farm a specific area or market demographic to grow their business. The targeted audience may be a local subdivision or specific demographic based on net worth or other factors. The idea is to communicate with these people regularly, sending marketing messages that plant the seeds for future business.

So, if you’re looking for reasons to write 1) be creative and 2) use this list to get your creative (and marketing) juices flowing—you have no excuse!

1. Thank you. These are two of the most powerful words in the English language. Say thank you for a recent purchase, product review or XX years of loyalty.

2. Last chance. Catalogers have a long history of sending “Last Chance” offers to long inactive customers. But caution—say it only if you mean it.

3. We goofed. Watching our politicians reminds us it’s better to admit you made a mistake than to hide in silence. People appreciate your honesty when you say, “We goofed.”

4. Good news. The more relevant the news is to your reader, the more lasting the impact it will have. And make sure to give your advocates an easy way to share it.

5. Do a friend a favor. Yes, it’s true, “Birds of a feather flock together.” Ask advocates for referrals.

6. Happy, happy, happy! Send wishes for a Happy Valentine’s Day, Happy Easter, Happy 4th of July, Happy Holidays, Happy New Year, Happy Halloween, etc.

Pat Friesen is a direct response copywriter, content developer and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.
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