Email marketing, as we have known it for years, has tried to lure us into the web of buying, informing, or leading us to the all-important point of purchase/sale. Honestly, everytime I get a solicited/unsolicited email, I generally cringe and 9/10 times delete the email without even reading the contents, unless the contents interest me (in my case, such as new movies, singing concert, marketing conference, sporting event). Sometimes , I get mails from known mail people who are informing of their new businesses, services or products. Whatever be the nature of email, it does little if the message does not excite. How do we do that?
a) Make it crisp – Superfluous doesn’t work on the Internet. No one is out their to read your stories and stand up to applause. Keep the message clear and crisp. I’ll end this point at that note.
b) Set your Target Audience – Do not just send your email to everyone and anyone in the list. Know your audience well. Don’t send an aerated drink mailer to a nutritionist. Sieve well before the mailers crawl their way into the user inbox.
c) List the benefits – Most mailers that sell product/service often make the blunder of merely informing. If you are trying to sell, list how it will benefit the user. Be subtle
d) Get Creative – Creativity in email marketing can go horribly wrong, if not handled properly. Often going creative for the heck of it can put off the user. My advice would be to be minimalistic.
e) Get the timing right – Seasoned marketers know that timing is the key to email marketing. A Wednesday afternoon is more reasonable than a Monday morning. Knowing when your targeted user will have more time on hand would significantly increase the chances of success of your email marketing efforts.
Here’s an example which yielded us decent results some time back.