E-Mail Marketing or Spam?
By John Gumas
You can learn a lot from spam. We all get those e-mails selling us everything from investment opportunities in Nigeria to enhancements of every kind. One thing is for sure: They wouldn't keep sending them if they didn't work.
As annoying as these e-mails are, their success indicates they have some elements of effectiveness that we marketers may be able to learn from. So, how can these tactics make your opt-in e-mail programs even stronger?
Here are a few ideas:
1. Your subject line is vital. If it isn't compelling, you'll get no further. Tell them why they can't afford to stop reading.
2. Brevity works. You don't need to pack every fact into each e-mail. One key message per e-mail should be your rule of thumb.
3. The proper frequency is critical. Sending just one piece usually doesn't work. But sending too often can backfire. A campaign that has a consistent, branded theme is always a great way to keep your message flowing.
4. Know your audience. Before you start, create a fictional profile of your typical buyer and try to speak directly to that person.
5. It's not about you, so cut straight to the benefits. No one cares about your history or how beautiful your offices are. They just want to know what you can do for them.
Naturally, we are not endorsing that you start sending spam. But there's no reason why you can't borrow some proven e-marketing techniques to shore up your e-mail marketing program. Just remember, use your new knowledge for good, not evil!
February 2008 Builder Architect Edition Issue