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RJ Niknami

New Complaints Can Come from Stale Email Campaigns (Part 4)

Feb 11 2011, 11:51 AM by

So far we've discussed renewing your email marketing strategy rather than rehashing old content and layouts, steered clear of purchased email lists and reexamined your content to stay out of spam filters. Where does that leave us?

You have your product and/or service. Now you need to build a world around it. Here are a few things that you should include within your emails to make them a showing (or a showcase, if you will) of your product, instead of telling the recipient what you are bringing into their inbox.
1) Success Stories - A video within the email, something you can add with the Benchmark Email Editor, can give the recipient a firsthand show of how using your product/services can benefit the end user.
2) Data - Show the reader how much better you are vs. your competitor, by compiling and comparing pros and cons (well, maybe just the pros) between your products.
3) Invitations to Specials and Events - These work. Plain and simple. Making an offer exclusive, to each customer, will keep the reader wanting to see more. Get them to say, "I wonder what they'll do next?"
4) Associations - Put the logo of each association you are partnered with in the email. This gives your organization validity in the reader's eye. Your associates bolster your reputation and persuade others to do the same.
Please research "content + email marketing" on the internet, because there are a plethora of websites out there dedicated to this topic. Here we've only scratched the surface. If you are serious about your email campaigns, you have a lot of work to do. But stick to it and that work will pay off with greater ROI.

Next week: abuse rates...

Posted in Deliverability

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