Archive | Email Marketing

Online marketing tip: Provide useful information to increase your chance of being read

Every day our inboxes are inundated with “buy me” messages. And if you’re anything like me, unless you’re really interested in the item being offered, you’ll hit delete.

But – give me some useful tips and I’m ready to pay attention.

The Magellan’s Catalog does a good job of providing information along with their product story. A purveyor of travel gear and clothing, their emails often take an editorial approach, offering helpful tips for making travel easier. And lord knows, the idea of going to the airport and facing the prospect of a full body scan isn’t exactly appealing. So anything that promises to make the experience less taxing, I want to know about.

In a recent email headlined with an engaging play on words: “Getting a Good Flight’s Sleep,” Magellan’s addressed the challenges of sleeping on the plane, i.e., small seats, lack of basic services like clean blankets, droning engine noise. Then they offered 5 bulleted tips to help you drift off aloft.

Where does the sell come in?

In the side bar, with links to featured products like neck pillows, fleece blankets and noise cancelling headphones. And, they cleverly provide customer reviews of several products. Now that they’ve got you in the mood to shop, all you have to do is click on links at the bottom of the email and you’ll land on the product pages of their website.

So take a cue from Magellan’s. Before you send your next email campaign think about what useful information you can share that will make customers view you as an expert, not just someone trying to sell them something. Make it relevant to your product and their needs, and you should see an increase in your open rate, readership and click-throughs.

 

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E-mail marketing — these folks really get it!

I recently ordered a CD from a site called cdbaby.com. The next day I received a thank you that blew me away! It came in a plain email, no fancy graphics, but the message exuded brand personality. It had me laughing and feeling darn good about this company. Here’s what they wrote:

Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow. A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing. Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.

Like it so far? Here’s more:

We all had a wonderful celebration afterward and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you in our private CD Baby jet on this day, September 23, 2009.

Here’s the clincher:

We hope you had a wonderful time shopping at CD Baby. In commemoration, we have placed your picture on our wall as “Customer of the Year.” We’re all exhausted but can’t wait for you to come back to CDBaby.com.

Thank, you, thank you, thank you!

Signed…

We miss you already. We’ll be right here patiently awaiting your return.

Have they made a customer for life? You betcha.

Do your emails connect with your customers? Take a hint from CD Baby. Write them in a friendly, conversational style. Include humor if appropriate. And your open rate is sure to soar.

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