You are using email as a marketing medium because you want to increase your readership, keep in contact with your existing customers and increase your sales using a low cost communication medium. Your biggest challenge is standing out from the now-global crowd, so that your recipients choose to read your offer over your competitors.

You’ve selected a winning template and started building your list. Now you need to create that irresistible email promotion.

Now we return to relevance. If you want your email to be read, your customers have to want to receive it. You need to identify what your customers value in your communications.

Email marketing will work best for your business if you can offer something which has value to your clients but does not hurt your profitability. Email can be an advertising medium, a direct marketing medium, a direct sales tool, a loyalty tool or any combination of these. It works best when there is a direct response required or a call to action. This way you can measure ROI, track responses and update customer profiles to deliver more specific and relevant information in your next campaign.

6 Types of Email You May Want to Try

1. Limited Offers

The immediacy of email allows you to get quick responses to your offers. By limiting the offer, you can enhance the speed of the response (and reduce the cost to your bottom line).

1. Only 5 available
2. This week only
3. Today only
4. Reply within the next 30 minutes (many on your list will get the email within minutes of you sending it)

You can also use limiting criteria to help fill off-peak times in your business:

1. Valid only after 2pm
2. Valid only before 11am
3. Valid Monday nights only
4. Offer available on weekdays/weekends only

2. Last Minute Offers

Email is a fantastic tool for disposing of distressed inventory – stock that must sell quickly before it can no longer be sold. You can send an email campaign to a small sub-set of your database with a special last minute offer to clear this distressed inventory.

If you change the group you send this to each time, you will avoid “training” your customers to expect these offers, and encourage them to act quickly when they do receive them.

Service businesses are especially well suited to this particular email strategy. Because email is instant, you can use it to fill the last remaining slots in your diary – slots that would otherwise produce no income at all.

3. Email Newsletters
Email newsletters are the ideal tool for building and maintaining long-term relationships with your clients. Whereas special offers and promotions are usually designed to drive sales quickly, email newsletters are generally used to build customer loyalty and drive sales over time.

The objective of an email newsletter is to deliver worthwhile content into your customers.

Some examples of worthwhile content include
1. Case studies
2. Hints & tips
3. Advice columns
4. Frequently asked questions
5. Technical issues explained in simple terms
6. Expert analysis of current issues relevant to your customers

4. Product Updates & Information

Email is a great way to launch new products and services to a receptive audience, or to inform existing users of new features and upgrades.

1. Product updates and upgrades
2. New models
3. New features
4. New services

It’s important to the success of your campaign that you stay focussed on providing value to the customer, and wherever possible, you should give them a reason to respond:

1. Free test drives
2. Introductory offers
3. Promotional give-aways and/or discounts

5. Staff Newsletters

Remember to communicate with your staff. An email newsletter sent throughout your business, regardless of how big it is, provides you with an ideal way of making sure that everyone is kept up to date on important issues such as:

1. Upcoming promotions (email and offline)
2. Important notices and announcements
3. Policies and procedures
4. Achievements and results
5. Staff events and activities
6. New products / latest releases

6. Invitations

Holding an event? Invite your customers to attend via email, and have them register via an online form. Email can be an excellent way of keeping costs down and attendance up when organising events such as:

1. Product launches
2. Information sessions
3. Seminars and workshops
4. Social events
5. Charity & fund-raising events
6. Special trading times
7. Open houses
8. Test drives

Related Topics: Email Marketing