Creating a Global E-mail Campaign (914 words)
Panel testing is a key component of any direct marketing campaign, online or off-line. As such, timing, price, soft/hard offers, currency, country, regions, etc., should all be tested.
More pertinent to e-mail is the subject line, which should be as enticing as teaser copy on a direct mail envelope. For example, words such as "free" can boost the number of e-mails opened, however, it can attract skepticism from a high-end audience. Test!
A call to action is very important, as is the use of more than one URL link. If you've convinced consumers to visit your Web site, give them plenty of opportunity to click through to the offer, or landing page. Test the landing page as well; it's your best chance to convert a prospect to a buyer.
The keys to a successful international e-mail campaign are planning and forethought. Give yourself time to truly understand how your audience interacts with e-mail; it's still a new medium. To ensure success, use all of your direct marketing acumen—and press "send."
Stephen J. Eustace is vice president of mail products with 24/7 Media Inc. He can be reached at (212) 231-7922 or by e-mail at Stephen.Eustace@247Media.com.
Your format of choice will depend on your offer, target audience and their location. Generally, a combination of text and HTML is favorable for a multinational offer.