When a prospect has signed up for your email, should you really bombard them with nothing but offers?
Mailer Name: Funding Circle
Date Emailed: February 18, 2016
This email comes from a peer-to-peer business lending marketplace. It could very easily talk about what it can do for small businesses in need of capital. And, at first glance, this appears to be the case. “How the right loan can save you $4,000 a month” reads the subject line. But when opened, this newsletter has different intentions.
First, the brief letter begins by stating that people spend more time with their work colleagues than anyone else. Based on that premise, it asks: “what’s the secret to success in your working relationship with [them]?” It then allows readers to share their tips.
Next, it notes that “smoother cash flow can smooth out stress at the office.” This provides an opening for its online loan application, complete with a link.
After the letter, three articles both supply and ask for helpful information. For example, a case study of a vet practice includes advice on operating a business. A survey asks the businessperson about their financing style. Finally, a story delivers on the promise of the subject line – saving money. It includes guidance on how to select the right interest rate for a business loan.
It always bears repeating: provide information in various forms to prospects to win their trust and their business.