| Email marketing - is creating an
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| | better than none at all.
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| effective offer a science or an art?
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| | There is both science and art to making a
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| The list is a significant component of
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| | compelling offer that will evoke a good
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| promotional success, but where many
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| | response from a list of prospects. The
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| marketers go wrong is failing to make an
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| | science of good offers has been developed
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| appropriate "offer" to the list. They may
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| | through years of empirical testing --
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| create a beautiful and clever email, they
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| | principally through "split-testing" of
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| may send it to a well-qualified email
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| | different offers (sending one offer to
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| list, but they fail to offer the
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| | group A and another to group B and
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| prospective viewer any reason to act. In
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| | statistically comparing results). Testing
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| effect, an email marketing program
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| | in this way has proven that different
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| without an offer is like me introducing
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| | offers have different strengths. For
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| myself to someone I've been dying to
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| | example, a sample list of offers is shown
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| meet, and then saying only "Hi, my name
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| | below, in order, from strongest to
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| is Sean" and then walking away. What's
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| | weakest:
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| the point?
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| | - "Sweepstakes" or contests (e.g. "Win
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| An offer is an invitation to act -- a
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| | $2,500 cash and a trip to Costa Rica...")
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| call to action. An offer can be as simple
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| | - FREE!
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| as "Buy GeeWhiz today!" or as complex as
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| | - 25% Off!
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| "Buy GeeWhiz at 20% off, while supplies
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| | - No Risk, Money Back Guarantee
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| last, one to a customer; offer expires
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| | - Limited time or quantity (e.g. "Offer
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| September 30, 2007". Some offers work
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| | good only until ..." or "Only 100
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| better than others but any offer works
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| | available!
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