Dissecting a Successful Direct Marketing Email
E-mail is the perfect media for direct marketing. Compared to regular mail,
it is about hundred times cheaper. Yet, few companies manage to run a truly
successful direct marketing campaign, according to Paul Soltoff. Paul has
been in business of direct marketing for the past 20 years. Now he is a chief
executive officer of SendTec, Inc., the parent company of DirectNet Advertising
(DNA) and iFactz.
When asked about a perfect direct marketing e-mail, he points out to Omaha
Steaks offer, which you can see here:
The subject line for the e-mail was 3 DAYS ONLY save 64% plus get 3 Free
GIFTS. Good direct marketing e-mail starts with a good subject line. This
one is short, concise, to the point, prompts to action (3 days only), offers
good savings (64%) and three free gifts (that's quite some thing, I better
check it out). Even though most folks probably understand that it is advertising
they are prompted to open and read the message. And here is what Paul says
is great about this message:
Bonus gifts (the ad reinforces the three bonus gifts, in both words and
images) Nice grahics - (the main photo includes 23 individual items)
"Save 64%" is repeated for additional emphasis
Excellent wording - "All-American" is a nice, clean, patriotic
phrase that imparts a good feeling on many people;"combo" is a great
word that conveys a good deal and a quantity of items. It's better than a
word such as "package"; the ad mentions "stocking your freezer,"
another way of saying the customer gets a lot of food.
Here are some more pointer from Paul - things that most companies usually
forget:
This message lists a contact number for those customers who prefer to order
by phone, the ad encourages recipients to pass along the message to people
who would appreciate the offer, it gives recipients three ways to unsubscribe:
electronic, phone, and postal.
Depending on what goods and services you market you may want to modify the
message to fit your business better. But this e-mail offers good guidelines
to follow - catchy subject line, nice graphics, compelling offer, call to
action, request to forward the message. Follows these steps and your sales
will multiply!
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