Stand Out From the Crowd
It's 2005, and if you haven't yet made any New Year's resolutions, there's still time. At the top of your list should be a look at improving your e-mail programs. Here are some ideas to help you fine-tune your e-mail marketing efforts and differentiate your campaigns from the competition.
DON'T just offer discounts. The vast majority of e-mails I receive offer a sale, a percentage off, or free shipping and handling. Of course, everyone likes a sale and the chance to save money, but it won't differentiate you from the other e-mails already in crowded inboxes. A recent Jupiter Research study found that more than half the e-mail subject lines they studied pitched a discount.
DO develop an arsenal of compelling offers. Vary your marketing approach by creating a toolbox of offers for use during the coming months. Think about:
For example, I liked the e-mail I received from The Wine Enthusiast that had offers exclusively for their "e-mail enthusiasts," because it made me feel as if I was on the inside track.
DON'T only run product shots that link to your site. They say, "A picture is worth a thousand words." While that's true, not every picture tells the whole story. Give the product name and consider whether a short descriptor will help.
DO highlight product and company benefits. On the Web, your competitors' sites are just a click away, and it is easy to do comparative shopping. Have you positioned your company in the minds of your customers? Some differentiators beyond price are a commitment to customer service, return guarantees and breadth of
services. For higher ticket items, highlight features and product benefits.
A recent e-mail from Brookstone offering its version of an air purifier stressed The Brookstone Advantage for five different aspects of its offering.
DON'T simply sell, sell, sell. People don't sign up for your e-mail