written by yovonne kenny

 

I often talk with my clients who complain that they have tried different marketing or advertising and say "It didn't work."   There are three things to consider in most marketing or advertising.  I am gearing this toward email marketing this week but consider it for all types.  Consider these three things The Offer, The Target, The Creative

 

1. The Offer
What are you going to give your customer and what are they going to give you?
In the most basic kind of offer, you are going to give them a product and they are going to give you money. Offers are more compelling if you give the customer a better deal, "Save X," for example, or "Buy one, get one free."  Stay away from percentages (the average person cannot calculate them therefore, your offer equates to nothing to them).  Your offer does not have to be an exchange of a product for money either. 
You might offer a free gift in exchange for an email address, filling out a survey, refer a friend etc.  Maybe your offer could be a newsletter, This way, the user might not have to give anything in return; it's enough for them to let you into their inbox every week or every month.  The offer is what is going to drive the success of any campaign and allow you to track it better. The offer needs to be crystal-clear!  Everyone on your staff needs to be informed and crystal clear explaining it as well. 

 

2. Target

Even if you have the best offer in the entire universe make sure you are sending it to qualified recipients!, If you send it to the wrong list it will fail big. On the Internet, list buying is riskier than in the world of direct mail, where you can examine a standard-format rate card, look over demographic data, or get help from an experienced list broker or consultant. The email list business has few standards, and it can be hard to be sure who you are dealing with.
Stay away from the spammers -- the bulk emailers who will sell you an email list on CD-ROM or offer to send your ad out to a half-million people for $500 It is too good to be true and should run as fast as you can! It will cost you thousands to undo this mistake!  Call me I will help you find a reliable opt-in email list. I work with a few really good agencies here in Charlotte.  Bottom line is make sure what ever list you do use is that the list's recipients are the right market for your offer.

3. Creative
In advertising, "creative" refers to the concept, copy and design of an advertisment. Custom templates are the way to go with an email.  Everything you send or give your clients should be consistent with your brand.   Good strategy and copywriting can make a big difference.Copy should be focused around the offer and allow for multiple conversion points such as.  Buy Now, submit a form, email us, view our video, or share this are all good conversion points. In email, we recommend copy that's brief, straightforward and to-the-point. Make it interesting, compelling and personal. Make the offer clear. Include a call to action -- in other words, tell them what you want them to do and ask them to do it.  Give special attention to your subject line. Avoid subject lines that scream out "This is an ad!" Make it something simple, unassuming and short, while implying a benefit -- " Avoid deceptive "gotcha" subject lines that trick the recipient into opening the email.

Give careful attention to these three elements of an email and you will be pleasantly surprised. If your effort falls short in any one of these three areas -- offer, list or creative -- you can expect a poor response.