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Article #365: Email Marketing - Science or Art?

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






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