Good E-mail Campaigns Are Clever … Great E-mail Campaigns Don’t Have To Be
Subject line: Early Bird Special on New Spring Arrivals
E-mail message: Spring arrivals are now in stock. As an early bird subscriber, you get the best selection and free shipping when you order this week.
Link: Takes you directly to the spring arrival page (with a personalized welcome to the early bird subscriber, when possible)
This is a clear subject line that is followed through in the e-mail. It is followed by a single message that is not cluttered with secondary offers or distracting images. It respects the subscribers’ time by letting them know immediately the promise the marketer is making to them, and step by step it follows up on the promise.
Less is more in this case, and it is the most effective way to deploy your e-mail strategy. Your customers will not get bored with your subject lines; in fact, they will appreciate your clarity and take actions when appropriate, exactly as you plan. You are showing your subscriber that you know exactly what you are doing and take your subscribers seriously; that, in other words, you don’t have to be clever to win their business!
Gimmicks can only get you so far. Building solid relationships through transparency, make-a-promise/keep-a-promise behavior, and outstanding customer support are the best ways to create, deploy and return ROI on your next e-mail campaign.
To create a great e-mail campaign, eliminate the noise and get to the point. Your customers and your bottom line will both react positively.
Neil M. Rosen is president and CEO of eWayDirect, a Southport, Conn.-based e-marketing services provider. Reach him at email@example.com.