| I often talk with marketers who complain | | | | or broker. Make sure you're dealing with |
| that they tried email and "It didn't | | | | a legitimate company with a good track |
| work." The email medium might not be the | | | | record. Talk with them directly on the |
| problem. Consider these three factors. | | | | phone. Find out how each list was |
| A solid emailing rests on three "legs": | | | | compiled. Make sure recipients were |
| offer, list and creative. If you've been | | | | added to the list only with their |
| involved in traditional direct mail | | | | explicit permission. |
| marketing (the postal variety), these | | | | Find out all you can about the audience. |
| three elements should ring a bell, as | | | | Does the list owner have demographic |
| they apply in both media. | | | | information or survey data from list |
| 1. Offer | | | | recipients? If you're buying advertising |
| Basically, your offer means, What are | | | | in an email newsletter (e-zine), what is |
| you going to give them and what are they | | | | the topic and target audience of the |
| going to give you? | | | | newsletter? Make sure that the list's |
| In the most basic kind of offer, you are | | | | recipients are the right market for your |
| going to give them a product and they | | | | offer. |
| are going to give you money. You can | | | | Finding email lists can be quite a |
| make an offer more compelling by giving | | | | challenge. One good place to start is |
| the customer a better deal, "Save | | | | the Direct Email List Source, a Web |
| $43.00," for example, or "Buy one, get | | | | directory of opt-in email lists. |
| one free." | | | | 3. Creative |
| An offer doesn't have to involve the | | | | In advertising, "creative" refers to the |
| exchange of money. You might offer a | | | | concept, copy and design of an |
| free gift in exchange for marketing | | | | advertising piece. Most email |
| data; perhaps the user can download a | | | | advertising is sent out in plain text, |
| free software program in exchange for | | | | so you can't do much with design. But |
| providing personal information or | | | | good strategy and copywriting can make a |
| filling out a survey form. Or you might | | | | big difference. |
| offer a free newsletter. In this case, | | | | Focus your copy around your offer. In |
| the user might not have to give anything | | | | email, we recommend copy that's brief, |
| in return; it's enough for them to let | | | | straightforward and to-the-point. Make |
| you into their inbox every week or every | | | | it interesting, compelling and personal. |
| month. | | | | But no hyperbole, no hard-sell. |
| The offer is critical to the success of | | | | Make the offer clear. Include a call to |
| your email effort. You need to be | | | | action -- in other words, tell them what |
| crystal-clear about what your offer is, | | | | you want them to do and ask them to do |
| and you need to be crystal-clear in | | | | it. Make it easy for people to respond. |
| communicating it to your recipient. | | | | Most email promotional messages will |
| 2. List | | | | direct the user to a Web page, where |
| You might have a great offer, but if you | | | | they can find out more details, fill out |
| send it to the wrong list it will flop. | | | | a form or send in an order. |
| On the Internet, list buying is trickier | | | | Give special attention to your subject |
| than in the world of direct mail, where | | | | line. Avoid subject lines that scream |
| you can examine a standard-format rate | | | | out "This is an ad!" Make it something |
| card, look over demographic data, or get | | | | simple, unassuming and short, while |
| help from an experienced list broker or | | | | implying a benefit -- maybe something |
| consultant. The email list business has | | | | like, "Discount tickets?" or "New opera |
| few standards, and it can be hard to be | | | | recording." Avoid deceptive "gotcha" |
| sure who you are dealing with. | | | | subject lines that trick the recipient |
| Stay away from the spammers -- the bulk | | | | into opening the email. |
| emailers who will sell you an email list | | | | Give careful attention to these three |
| on CD-ROM or offer to send your ad out | | | | elements of an emailing. If your effort |
| to a half-million people for $500. | | | | falls short in any one of these three |
| Spamming will cause you nothing but | | | | areas -- offer, list or creative -- you |
| trouble. | | | | can expect a poor response. |
| Find a reliable opt-in email list owner | | | | |