Direct E-Mail Marketing
Compiling your message
A direct email message should be designed to suit your customer and the method of distribution. The subject line is the most important part of your email. The reason for this is that everyone sees and reads the subject line. Include a call to action and a simple to use response mechanism.
80% of your sales will come from 20% of your customers. People who have already bought from you are much more likely than anyone else to buy from you again, because you've already earned their trust.
- Whenever possible, send out two different promotions, one to your existing customers and one to your prospects. This allows you to approach each group from a slightly different angle.
- Your existing customers, who have already bought from you, can be rewarded for their loyalty. What better way to thank them than by giving them a great deal on one of your most popular products or services. Your prospects should be sent a slightly different offer telling them that this is of special value offered only to your newsletter subscribers.
- Add a benefit to your headline. Nothing grabs the attention like a compelling headline with a clear benefit. “Reduce your telephone costs by up to 30%”
- Feature seasonal specials. There is never a better time of year for special offers than around the holidays. Not only are people actively looking for products to buy, they are also very receptive to discounts and specials, “30 remaining widgets at 15% discount only available till the end of the month”.
- People will quickly scan your email so keep your message simple and succinct. Provide further information via hyperlinks to specific pages within your website. Example; if you are promoting an exhibition then you may wish to have a hyperlink from your email message to a floor plan or exhibitors list on your website.
- A Call to Action. You want the recipient to respond to your message so give them a compelling reason why they should act now. “Call Now to receive your 15% discount”
Designing response mechanisms
Make the response mechanism simple and accessible. People enjoy being able to order or respond in their own time and without any delays. Forms should be in simple logical steps, with as much information as possible already completed for the customer.
Use tick boxes for recipients to request further information i.e. catalogue & brochure, other products or services etc. tend to be expensive.