How to Develop an Effective E-Mail Creative Strategy
Remember, the offer is what you give your customer in return for his or her response. If you are trying to entice her to visit your Web site, give her a reward for doing so. If you prefer an online order to a phone or mail order, provide an online incentive such as an additional discount or free gift.
3. Use strong direct response copy/creative. Trust your knowledge of what makes direct response copy effective in any medium and adapt it for e-mail.
Use "you" instead of "I" or "we."
Remember to tie your e-mail to your other marketing efforts. If you're offering discounts off catalog merchandise, show the catalog cover as a reminder or include a page reference. Use e-mail as a teaser to pre-announce traditional mail (Watch your mailbox). Compare online discounts with those found in your stores.
ALWAYS ask for some type of response. And make sure the end creative product is readable as possible.
Last, but not least, don't think of permission e-mail marketing as a stand-alone program. Instead, integrate it with your entire direct marketing program. No matter which medium you use, your success depends on the same strategic elements—audience, offer, format and a response-focused message.