e-Love Letters

Written on Tuesday, February 15th, 2011 at 9:23 am by Adaire
Filed under Financial Freedom.

At this modern age, love letters have been replaced with e-mails and text messages. While e-messages are so much faster to send and receive, I still miss the days when I would eagerly open-up an envelope and unfold the paper inside so I can get the message. Apart from the extra effort required for sending out paper love letters, I guess the beauty of it lies on the fact that the sender has the purest intentions written in that letter – a message that is written as thought, without edits, and is exclusive for the addressee. :)

Any written material that aims to convey a message to the receiver, whether in paper or electronic form, can elicit that same excitement. This is actually the most important goal when doing e-mail marketing, where you are advertising in the form of a direct e-mail.

Controlled Direction

There is a reason why the first part of the letter is called heading – so the reader knows right away who the message is for, giving a concrete direction to where the letter is “headed” to. This is related to the advantages of e-mail marketing as stated Kerry O’Malley’s article “Email Marketing is Not Spam! (If It’s Done Right)” in the October Issue of Internet Marketing TnT magazine.

E-mails are highly targeted and are completely customizable so the source has optimum control on who receives and what content is sent out. Before you decide on sending out e-mails, you must know your target market. By knowing, you should understand their likes and interests – what excites them! Use this to get their attention right at the subject of your e-mail. This way, you have a great chance that your e-mail will be read and will not go straight to trash. :)

Kerry suggests that you categorize your customer database according to the level of their interest to the product or service. Current customers need to feel remembered and rewarded. Potential clients are a bit hesitant to engage unless they know all the information they need about your product. If you are upselling a new product, keep it related to the current one the customer patronizes.

The Meat

Okay, the appetizer may have worked but you have to sustain the interest as they go to the body of the message. All readers know only one thing when reading e-mails – that the sender is trying to sell something whether an idea, a product or a service. That is why a spam category exists, to filter out unsolicited e-mails that only aim to sell.

But did you know that you can promote and be well-appreciated by your customers at the same time? This is what Paul Melendez is trying to say in his article “How to Succeed With Email Marketing” . Subscribers signed-up to receive your e-mails not to be flooded with non-sense but for them to gain something beneficial to them.

When you promote, do it in such a way that the ultimate objective is to make your customer’s life better and not for you to close a deal. In short, keep your reader’s thoughts and feelings in mind, not yours! Sometimes, it is even better if you drop by just to share a vital information or recent update with no intention of selling at all. Clients will surely appreciate this! In the process, you establish a genuine concern which actually nurtures your relationship with your reader. :)

Don’t forget to indicate a “call-to-action” or what exactly you want your customer to do after reading your e-mail. When doing this, be precise and provide functional and easy to navigate links, e.g. registration or website URLs. Remember, if your e-mail looks confusing and if some clickables don’t work, you lose your reader’s interest.  Apart from these call-to-actions, you can gauge the success of an e-mail campaign with today’s web analytics as Kerry mentioned in his article.

Breathing Space

Just like any relationship, you don’t necessarily have to see or talk to each other every single day. Allow your readers to miss you and long for you. It’s true that e-mail marketing is so cost-efficient for you don’t have to pay for media placement, plus you get more exposure in a span of seconds. But if you suffocate your readers by flooding their boxes, trust me, that is e-marketing epic failure!

Paul says in his article that monthly to weekly campaigns at the most is just right to sustain the reader’s interest without being a nuisance. Also, he suggests giving the subscribers an opt-out option. You can place this at the end of your message (e.g. To discontinue your subscription, click on this link) and make sure it works. This way, your readers don’t feel tied down to something especially if they are no longer your target market. (e.g. A soon-to-be bride may subscribe to wedding magazines but may want to unsubscribe after her wedding.)

The best way to ensure the success of an e-mail campaign is to always put yourself in your reader’s shoes. What would you enjoy reading more, a bulleted list of product or service perks or a brief real-life story which serves as a testimony of the goods being sold?

Just like in print, TV or radio ads, e-mail advertisements also require creativity and wit to obtain attention and recall which will result to action.

Enjoy e-mailing! (Oops, not too much! :) )


Image by: knips / sxc.hu

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