Email marketing is a great way to establish a strong relationship with the customer. But more often than not, firms under utilize or misuse this valuable tool, and are then disappointed in the results. People often as us, “How do I create an email that people actually read?” Well, one way to get and maintain your clients attention is to be a little creative about the content and structure of your emails. The kind information you include speaks volumes about your brand, and is an excellent way to showcase your company’s personality. For many clients, the following is a helpful outline to follow when creating your own email blast.
1) Start with something interesting
Don’t always launch into a hard sell right away. Beginning with some kind of interesting content that relates to your business is a great way to begin. This could be trivia about your product, something about how your products are produced, a note about your firm’s history, a joke related to your industry, a question that you want to explore, a helpful tip, etc. Please note that this does not necessarily have to be original content, it can be gleaned from third party sources. The important thing is to make it interesting and fun, and somehow related to the particular product or service being promoted. Don’t go crazy, a couple of paragraphs will suffice. An example could be:
Krazy for Kona
Kona coffee is the market name for coffee (Coffea arabica) cultivated on the slopes of Hualalai and Mauna Loa in the North and South Kona Districts of the Big Island of Hawaii. It is one of the most expensive coffees in the world. Only coffee from the Kona Districts can be described as “Kona”. The weather of sunny mornings, cloud or rain in the afternoon, little wind and mild nights combined with porous, mineral rich volcanic soil, creates favorable coffee growing conditions.
Because of the rarity and price of Kona coffee, some retailers sell “Kona Blends”. These are not a combination of different Kona coffees, but a blend of Kona and Colombian, Brazilian or other foreign coffees. Usually they contain only the minimum required 10% Kona coffee and 90% cheaper imported beans. At Coffee Specialties, we sell only 100% Kona Coffee!
2) Give them some benefits or a testimonial
This section should outline a few bullets about what’s good about the product or service that’s related to the info above. It can be in the form of a ‘Did You Know?’ kind of format, or perhaps feature a testimonial from a client. Again an example might be:
What do people like about Kona?
Many people tell us they like Kona because it has the boldness of some of the darker blends without the corresponding bitterness. Personally, I just like imagining myself in Hawaii when I’m drinking it. It’s like a vacation in every cup.
3) Make an Offer
After the content, an offer to purchase it or even other varieties should come next. The offer should include some kind of incentive that the customer would not find on the regular website. It should be something for email customers only so they have the feeling of exclusivity. For inducing trial of new products, a discount usually works. Having the offer in the form of a coupon can help it stand out visually and receive more click throughs. Something like this should suffice:
While I can’t offer my customers a tasting trip to Hawaii, I can help you get a taste of the island with a special offer for email customers only. Click here to order one 16 oz. bags of Kona Coffee and get 10% off at checkout. Offer good until August 15, 2011.
4) Cross sell
Having another product or service featured below or on the side of the main offer is great way to introduce new products to your customers. Making this sidebar a regular feature of your emails is a great way to point out the diversity of your line. Highlighting similar items (‘you might also like’), complementary products (‘folks that bought this also bought this’) or even unrelated items can increase average order amounts.
Coffee Maker of the Month
Check out the Bunn Thermofresh 10 Cup Coffee Brewer. This Reservoir-style home brewer makes up to 10 cups of coffee in just 3 minutes! A great way to brew your Kona!
For more information about how we can help with your email marketing program, please contact Lyn Nielsen at 631.493.3422 x. 101 or email@example.com
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