For Relevant Email, Keep It Current
In today’s absolute hailstorm of buy-this-now messages, how do you write a marketing email that will actually get noticed?
Generic discount alerts and %-off offers won’t cut it. Everyone sends those. Dull and disconnected from any audience, they might as well be churned out of an ad factory.
Instead, focus on connecting with your readers. Show that the solution you’re offering is right for their needs, because you understand those needs – you’re right there with them, experiencing the struggles and joys of these times.
And how do you do that?
Whether it’s the long-awaited rescue of the Chilean miners or the finale of Dancing With the Stars, your subscribers are always talking about something. Talk about it with them, and suddenly you’re their buddy at the water cooler and they’re all ears.
Not quite sure how to pull this off? Well, we recently stumbled upon a few emails that did this well. And if you promise not to copy them exactly, we’ll share them so you can get your own ideas flowing…
Goodness knows there were plenty of ways to get creative with Christmas emails, but even with the holidays past, there’s plenty nto talk about. If they hear it from you first, they’ll be impressed. Plus, they’ll appreciate the fact that they’re now in the know.
Here, Mike’s Cigars frames their wares in terms of the new NASA project. Readers get two perks: a discount and a topic for lunchtime conversation. Next time Mike’s emails, they’ll be twice as likely to open for more.
If your readers are observing Election Day – well, so are you! They won’t be able to help but notice when your message reflects what’s already on their minds.
Gourmet gift store Harry and David wanted to showcase all the available varieties of their trademark snack mix. So they presented each as a contender in their own electoral race.
While the voting took place on Facebook, the main body led back to an order page – always a good place for readers to go.
Cocktail parties, the office water cooler, your email campaign…no matter where you are, the weather is always a relevant topic.
Barnes & Noble knows this. During a recent snowstorm in the Northeast United States, they sent subscribers in that region a very appropriate offer.
First of all, B & N knew we were snowed in – impressive from the start. Secondly, they provided something for us to do (other than e-shop). And finally, in case non-Nook-owning subscribers felt left out (which I did), they offered other ways to read the e-books. Who could resist?
What’s going on in the next month? Check a calendar. Check the news.
Does anything you see tie in naturally with your business? Is anything especially fitting for a celebration with your subscribers? Or is an upcoming event the perfect launch for that new product? Stay on the lookout!
And if current event emails just don’t work for your brand, here are six other techniques you can try.
How do you make your emails more relevant? Tell us below – we want to hear your stories!