How to Develop an Effective E-Mail Creative Strategy
The ideal situation is to keep an exhibition on the move, traveling from one location to the next with no holes in booking. When there is a hole in the schedule, the marketing department uses highly targeted e-mail messages to solve the problem. They e-mail potential clients who have shown an interest in the specific exhibition or one of similar content.
The incentive to book on the spot may vary from a significant discount in the booking fee to no fee at all with the client responsible for only shipping. It's both a cost-efficient solution to a logistical problem and an effective way to generate client goodwill. It's possible to do this type of impromptu marketing because e-mail can get the word out and response back faster than traditional mail. And because this organization keeps a tight database of pertinent client information, it can create highly effective, pinpointed marketing messages efficiently communicated through e-mail.
2. Make a strong offer … the right offer for your targeted audience. Again, the more you know about your audience, their buying behavior, needs and concerns, the more successfully you can tailor your offers to specific customer segments, if not individual buyers.
Because of the interactive immediacy of the medium, e-mail has built-in urgency—and you can use it to your advantage. Create offers with good reasons for short deadlines such as a private clearance sale of very limited quantities. Offer significant discounts for the first 50 to respond on Monday (or whichever is your "slow day" for order processing). Send out reminders the day before a deadline saying, "You still have 24 hours to take advantage of this one-time-only offer." With e-mail you can create spur-of-the-moment urgency you can't achieve with traditional mail.
Other things to keep in mind when developing compelling e-mail offers include:
Don't bury the offer; when appropriate, put it in the subject line. At a minimum, present it in your first sentence or two.