By Herschell Gordon Lewis
Electronic mail is modern-day strongest advertising medium. it's also the main misunderstood. This dynamic publication dispenses with incomprehensible theories and conflicting principles to discover real-life examples of e mail crusade successes and screw ups -- explaining precisely why every one soared or sank. Over-mailing * Under-testing * Poorly built messages * potent e mail advertising exhibits retailers tips to steer clear of those and thousands of alternative difficulties, and the way to craft messages that construct rapport -- and revenues -- to shoppers world wide. All retailers utilizing the net may want to glance the following first to benefit the reality approximately: * Adapting mass-market messages to this one-to-one medium * suggestions for expanding mailing frequency with no expanding ""opt-outs"" * options that extend throughout the display to snatch the reader * phrases and words that force reaction -- and people who warrantly rejection ultimately, a booklet packed with hard-boiled e-marketing tips on how to substitute unproven theories!
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Additional info for Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns
Mirror print advertising from a production point of view when e-mailing to seniors. That means, above all, easily readable fonts. ) But don’t make the mistake of letting your image be one of catering exclusively to elderly people. They will resent the suggestion as much as younger prospects might, albeit on a different level. What Do the Three Senior Groups Have in Common? The principal factor uniting all three senior groups is seasoning. They have had years of exposure to information, years of evaluating advertising claims, years in which they—or someone they knew— were cheated by misleading advertising.
Much e-mail gravitates toward long paragraphs, probably out of the writer’s fear that the reader will quit reading too soon. Such a writer has the logic inverted. Long paragraphs are especially deadly in e-mail. And not only should you not be afraid to use contractions; you should use them wherever possible. ” And never lapse into formal writing, such as “We shall,” unless you deliberately want to be once-removed from the arena of conviviality and rapport. Adapting Your Message to This Medium Gaining Customer Retention vs.
49 50 Effective E-Mail Marketing Unquestionably, the statement represents an absolute opt-in. The individual is required to check the box, asking for e-mail. A more targeted option, and the choice of those who prefer selective names to mass names, is an opt-in invitation worded something like this: Want to be kept up-to-date on new offers and specials? Just click here and we’ll put you on our preferred list. Note the two motivators built into this latter opt-in—exclusivity and greed. Those who employ this type of wording report a bonus: a lower eventual percentage of opt-outs, possibly because a touch of guilt is added to the motivational mix.
Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns by Herschell Gordon Lewis