Increase your income using e-mail marketing


Email Marketing - Science or Art?

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



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