If you want to create a dynamic e-mail campaign, you have to offer your clients more than a simple announcement.
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Copyright 2006 Quick Turn Marketing International, Ltd.

If you want to create a dynamic e-mail campaign, you have to offer your clients more than a simple announcement.

Far too often people fall into the trap of believing an announcement is enough to entice their customer.

Unfortunately, an announcement does little to help compel or encourage your clients to buy from you.

If you want customers to buy from you, you’re far better off offering “special deals?or a “special offer?than simply offering an announcement.

Why?

An announcement says, “Hey, I have a new product!?
Wow, that’s terrific!

But what’s in it for the customer?

You have to think about what your customer’s needs are and how you are filling them with every contact you make.

An announcement doesn’t take these needs into consideration, and that’s why far too often announcements fail to produce results.

An announcement also lacks a call to action or an incentive for customers to contact you.

It doesn’t make sense to contact someone unless you are going to offer him or her an incentive to buy your product.

Keep this in mind when creating your next e-mail campaign.

Types of Promotions

So now you know you have to offer incentives. Now, what kind of incentive do you offer in your e-mail campaign?

There are many different incentives to offer. Most people rely on the special discount offer.

You don’t always have to offer a discount however, to get people to buy from you. You can for example, offer a new product to your customers.

Say for example, you offer them a free publication, like a subscription to your newsletter if they buy your product now. Or, you can offer them 20% off your latest publication when they order.

You can also offer special deals by recognizing some special event in your personal life. Most customers appreciate e-mails that include some personal information about you. For example, let’s say you have an upcoming birthday or anniversary to celebrate. In your e-mail, mention this.

Say, “Because it’s my birthday today I’m offering you a special discount.?This will help your e-mails appear more personal in nature.

You have to share personal information if you want to build trust with your clients. Let them know something about you.

Say for example you are sharing your 10th anniversary with your partner. Let your customer’s know you are offering a one-time deal because of this.

Another promotion you can offer your clients is the “special sale.?I like to call this the “Oops, I forgot!?or “Oops, I screwed up!?offer.

In this special bonus offer, e-mail your clients a day or two after you send out an announcement.

Then let them know you forgot to tell them something in the previous “announcement? so if they order now, they can take advantage of your mistake.

Then offer them something. Then after a couple of days send them a last minute reminder. You can phrase it similar to, “We almost sold out, and we only have a few hours left, so act now so you don’t miss out. Remember, you’ll be reaping A, B, C benefits.?
Special offers are great during holidays, like Christmas, Halloween or even Valentines Day. Speaking of Valentines Day, remember your offers don’t have to be discounts. They can be something unusual, crazy or fun. Like on Valentines Day, offer your clients a rose or chocolate for ordering that day.

Your goal should be to keep things exciting and fun. Keep all your promotions an event.

Another way to produce more feedback from your e-mails is to send customers FAQ e-mails. Let’s say for example, you send an e-mail that creates some questions you’d like to respond to.

You can send an FAQ offer or follow up e-mail that answers all their questions and presents a new offer or special deal for your customers.

How Often You Should E-mail Clients?

How often should you e-mail your clients? If a customer consistently buys your products and services, you should send frequent e-mails.

If however, you are sending a special promotional offer to someone that has never ordered from you, don’t waste too much time on it.

My experience suggests customer’s who buy something once or twice are much more likely to buy again.

When Should You Send Your E-Mail Offers?

When should you e-mail your clients? The answer is “It depends.?My experience shows Tuesdays and Thursdays are the best days to e-mail people.

Why? Who knows?

It may be people don’t want to check their e-mail on the weekends. It may be they are thinking of the weekend and not their e-mail on Friday.

They may have too much work to catch up on Mondays. For me, Tuesdays and Thursdays have always produced the best responses. Then again, I am focusing on B2B customers. Your experience of the B2C industry may be different.

These are just a few things you can do to spice up your e-mail campaign. The bottom line is this?whenever you send an e-mail, you have to create much more than a simple announcement.

An announcement isn’t going to call people to action. You have to carefully craft your e-mails, to encourage your customers to act. You want to offer your customers some incentive so they act on your e-mail immediately.

And one last point… Don’t reveal your price in the e-mail.

Your job is to entice, compel and motivate your customers to buy.

That’s the bottom line.

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Why it is that brief mails are becoming more common? Is it because most of us are finding no time to talk. We are always so busy and rushed that gone are the days when people used to sit down and write their text after deep thought. For a majority of young population, the main task is to finish answering all the mails as soon as possible. How does one talk heart to heart in such a life?
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Communication in earlier days -

There was a time when during prehistoric times, people used to communicate in sign languages. Today most of us talk to each other through a short SMS. Times have changed. Have human beings changed? Have our basic desires changed? No!

About the modern world -

How to live in this modern world and still maintain close contact that touches the heart, while using latest technology? Every communication need not be heart to heart. A simple business mail needs to be precise and to the point. But what about our communication with our friends, and family?

Even business needs communication that talks the language of heart. Look at the successful advertisements. You will find that the company is trying to touch the consumer hearts. Study any close business relationship, and you will find that the relationship has crossed the “to the point talk” of business and reached heart to heart talk between the buyer and the supplier.

Communication for better relationships-

For long lasting relationships and for living a satisfied life, we need to communicate with everyone we come across in the language that is dear to all of us. That is the language that touches the heart! How to do that? Can that be done?

Writing and answering emails -

Emails are the most popular and common method of communication in today’s world. Most of us, who are otherwise not on our computer all the day, try to find some time to check our mails and answer them. Emails have become preferred method and a second habit, rather an essential part of a modern person.

How do we talk to each other on emails? Some of us are very brief where as some others believe in writing long paragraphs to send a small message. It is same as our behavior in other areas of life. Those who believe in speaking less, write short answers and mails. Our habits carry themselves in our method of writing mails. But the habit of sending short mails is becoming more prevalent.

Why brief mails ?

Why it is that brief mails are becoming more common? Is it because most of us are finding no time to talk. We are always so busy and rushed that gone are the days when people used to sit down and write their text after deep thought. For a majority of young population, the main task is to finish answering all the mails as soon as possible. How does one talk heart to heart in such a life?

This reflects our lifestyle in the modern world. Most of us want to achieve our goals as soon as possible. No one has the time to sit back and reflect. Life is becoming a prisoner of work. Even our ancestors used to work, but are we living a satisfied life such as they used to? The answer would be no. Brief writing habit is part of the deterioration in quality life.

Emails – The cause of poor quality of life?

Are emails one of the causes of deteriorating quality communication? This can be debated. But the ease of answering and the hurry to open another mail and answer propels us to finish our mails fast. The technology is making us do it. The response of computers is so quick that we work in an unknowing hurry. Is this not worth a thought?

What can be done?

We must try to live a satisfied and happy life. For that, we must communicate better. Our communication must be heart to heart, even when we are rushing through the day. That is little difficult but not impossible as it sounds. Sending ecards, and egreetings can help us in doing this to a great extent. A quick search on the net, and you will find a big resource of cards that talk the language of the heart. It may take a little more time, but will give us satisfaction at the end of the day.

WiseStamp Email Apps enable users to transform their emails into a powerful self expression and promotional tool.

For users – Email Apps enable you to easily customize your email signatures with your personal social profiles and allows you to add to each outgoing email dynamic content such as your latest eBay item, recent blog post, your latest tweet or a cause to promote. The recipients of your email will see the updated content of the Email App and will be able to also interact with it directly from the email (e.g. retweet or follow in the Twitter App or buy in the eBay App).

For partners – WiseStamp Email Apps Platform enables social services, brands and publishers to distribute their content via Email Apps in one of the biggest online markets – email.

Email Apps enable publishers to enjoy an effective distribution channel as well as the ability to constantly engage users with their own brand and content beyond the boundaries of their websites. Email Apps are a powerful engagement and user retention tool.

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Creativity, style, formatting and length of subject lines are all important points to take into consideration before you send an email.
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Creativity, style, formatting and length of subject lines are all important points to take into consideration before you send an email.

Be Creative

Using a subject line that’s specific is most appropriate when corresponding with people who know you or with people who are expecting your message. How do you get the attention of someone who doesn’t know you or who isn’t expecting anything from you?

The answer is ?be creative. Writing a subject line that’s creative is an excellent method for improving chances that your email message will be opened.

In this instance, the subject line isn’t used to describe the contents of the message. Instead, the subject line is used to convey some other type of information.

What kind of information? It will vary with each message you send, and it depends on the recipient. The key question is ?what can you tell the recipient that will convince him/her to open this message and read it, instead of deleting it? In some cases, you’ll need to be quite creative.

There are numerous types of information you can provide in the subject line to help convince the receiver to open the email message. Here are a few examples.

(Uses for the subject line): Identify who you are
(Sample wording): Lawyer

(Uses for the subject line): Tell how you met this person
(Sample wording): Chamber Networking B’fast

(Uses for the subject line): Tell why you are contacting this person
(Sample wording): Animal shelter fundraiser

(Uses for the subject line): Find things that set you apart
(Sample wording): E-commerce lawyer

(Uses for the subject line): Find common bond with recipient
(Sample wording): Fellow IU grad & lawyer

Subject Lines: Formatting and Style

There is another challenge you must overcome when crafting an effective subject line. This involves the length of the subject line.

The new message box you view on your screen for the subject line will allow you to type as many words as you want. But, the receiver’s screen has limited space. Only a small portion of the wording will be viewed by the recipient.

How much appears on the recipient’s screen for the subject line? It varies, depending on the person’s system and how he/she has the screen setup. A safe guess is that approximately 25 to 35 characters will appear.

Definition
Pay careful attention here. This approximation doesn’t mean 25 to 35 words. It means “characters.?

A character is defined as a letter, space, or punctuation. For example, any time your cursor moves one space, that’s considered one character.

Phrases
Since the space is so limited in the subject line, you don’t need to type a complete sentence. Use a phrase or series of words instead of a full sentence.

This is one time when an incomplete sentence is appropriate. Leave out the little words, and get to the point.

Capitalization
The only “rule?regarding capitalization in the subject line is to be consistent. For example, you may choose to capitalize only the first word. Or, you may decide to capitalize every word.

Remember not to use all uppercase (CAPITAL) letters. This is considered shouting. Shouting at a person would certainly not be the best way to convince him/her to open your message.

Always remember that the creativity, style, formatting and length of your subject lines are important factors to consider before you send an email. Be conscientious of the image you project to your customers and colleagues by using effective subject lines.