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You will first need to decide what you want your email campaign should achieve and then what will most likely attract your audience. You have several options...
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Types of email marketing used by US Marketers, 2002
| Newsletters | 66% |
| Promotions | 60% |
| Event notification |
52% |
| Product announcements | 48% |
| Customer service messages | 41% |
| Source: e-Dialog, Inc., April 2002 |
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Newsletters – Newsletters
reinforce your brand and remind your customers of your product
or service. They also create customer loyalty
and establish you as an authority on a subject. To encourage
people to sign up for your Newsletter, you should offer
something
of real value to the recipient. (Learn
more.)
Promotions – Send a coupon or special offer that is good at your
store(s) or your web site. The most
effective approach is to have a "Special
Offer" with an expiration date that prompts a customer to react quickly.
By having an expiration date, you will also make it easier to measure
your campaign within a
given time period. Also, if you have a web site, be sure to include a
link to your web site and/or the specific product or service you are offering
in your email. (Learn more.)
Event notification – Let people know of events your business
is sponsoring or attending. This type of email encourages attendance, reinforces
brand, and may prompt a sale. (Learn more.)
Product announcements/customer service messages – Existing
customers may be interested in new products or enhancement to products they
have bought from you. Announcements reinforce brand, remind a
customer of a product/service, and create customer loyalty. (Learn more.)
Have an opinion on this article? Please send an email to smiller@setnow.com.
— ©2003-2007, Set Now Solutions, LLC. All rights
reserved.
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