With the prices of postage and printing rising, and the economy slowing, most companies are looking for ways to reduce marketing costs, or at least get more bang for their buck. One cost effective way to promote your product or service to prospective customers is through email marketing. But most people wonder if it actually works? With the loads of spam I receive every day, I wasn’t quite convinced, either.
So I asked myself and the rest of the Tonic team, have you ever actually made a purchase as a result of email marketing? The answer was surprising. Yes, every single one of us has. Of course I probably dump at least 95% of my spam, but there are a few emails I read each time that definitely convince me to make a purchase.
So I sought out to determine what it was about those emails that converted each of us into a paying customer.
The Headlines.
Here are the headlines of the emails we found compelling:
“Holt’s High Noon Special - 24 hour sale with free shipping every Tuesday & Thursday!”
“Coldplay - act now for presale ticket opportunity”
“Complete your iTunes album now for $6.00!”
Theme One.
Each email was from a company we had made a purchase from before. It’s surprising how many companies I come across that do not have a email mailing list set up. If I trust a company enough to make a purchase from them, many times I’d be interested in finding out about special promotions in the future, so I’d be more than happy to get on their mailing list.
Theme Two.
Each email was about a product we had each purchased before. If we were big enough suckers to buy it the first time, we’re probably big enough suckers to buy it again. And at half price? Sold!
Theme Three.
Yes, that’s right, at half the price. The cigar email offered a sale and free shipping. The iTunes email offered a discounted price on an album. Although the Coldplay email didn’t offer a discounted price, the intangible value is that the recipient gets to buy tickets before anyone else (what a true fan!).
Theme Four.
There is a time period in which to respond. Each offer was only available for a limited time, so we didn’t have time to stash it in our to-do folders.
Theme Five.
We really, really, really want what they have to offer. And how did they know that? Our guess is through solid research based on our past purchases. Without this important piece of the puzzle, direct email becomes, well, just junk mail.
The Takeaway.
The bottom line is, when used properly, email marketing can be very, very effective, and costs pennies to send. Even if it’s a simple monthly newsletter, ongoing communication with your customers can help build your relationship with them, keep your company at the front of their minds, and help position you as an expert in your industry. Tonic works with a best-in-class email marketing software that can help you develop a professional email marketing campaign, as well as providing you with detailed analytics for each element of your campaign. For more information, please email info@thinktonic.com.
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