All businesses have one goal – they want their direct email campaigns targeting the right message to the right audience. Successful results should not be left to chance. Any good marketing plan is like a scientific experiment, comparing research with results. Businesses need to be innovative thinkers as they modify and improve each future campaign.
So how do you set your email campaign apart from the crowd? What will be your edge in this competitive internet global market place?
Show me the facts: How does anyone make that final decision to buy? We get all the information necessary before we make any decision to purchase. We do our comparison shopping, read product reviews, and may Google forums to read other comments and opinions. In other words, we seek knowledge, facts, and personal testimonials. So, when creating your e-newsletter or direct mail marketing campaign, there are several issues to consider.
- What motivates a prospect to purchase? Getting inside your client’s mind will determine the information and content you include in your e-campaign. Having the right demographics and history is vital.
- What creates interest? Remember it is your product – you need to create the enthusiasm and interest. Simply stated, you must believe in and be excited by what you represent, before you can influence others.
- Create a dialogue with your prospects. What would they like to know? Have you provided enough information for an immediate sale? Use an autoresponder to create a survey when information is requested. Find out exactly what your public wants to know.
- Make it simple. Whether you use bulk email, email newsletters, or direct mail campaigns, make them easy to read, and easy to parse. Design your business email marketing campaigns to be grammatically flawless and concise, having a professional look and tone. Your primary message should be loud and clear.
- Become a lifetime student in your field. What are people saying about your industry? What are your competitors doing to improve their bottom line? Keeping one step ahead in your market, will give you a cutting edge when designing your next business email marketing campaign.
People respect leaders and educators. Who knows your product or service better than yourself? You need to become an expert in your field and be willing to share that knowledge freely. WHY? Valuable educational information shared freely, creates trust, respect, and interest. It is as simple as that. For example,
Health Care: Today, thousands of health care specialists have websites offering free health tip information either by e-newsletters or HTML email campaigns. With a double opt-in, you can receive weekly or monthly health information and tips on the particular subjects you chose when you first signed up. By educating readers with useful medical information, including research and studies, doors of trust and integrity open wide for the products that they sell.
Law firms: Many law practices are building their bottom line as they offer free legal advice. They use their email marketing and direct mail marketing campaigns to share newspaper articles and law reviews. This keeps their clients and prospects informed on all legislation that could affect their businesses and products. Creating a leadership role, results in respect and trust. As they promote their expertise in their specific fields, their advice will most definitely be sought, present and future.
Case Studies: Are you able to share how your product or service solved a problem, met a need, and lived up to what was promised? Everyone likes the personal touch, the human element. How your product or service is actively being used, provokes thought, curiosity, and interest.
In today’s marketplace, we have all been oversold and overwhelmed with the hard sell, and the strong sales pitch. It has become a real turn off and can prevent your campaign from ever entering that all-important, highly prized inbox of life. Use your direct marketing campaigns to build trust, creating a presence of knowledge and expertise. Become a leader and educator in your industry today.
