Email Marketing solutions

Email Marketing - The Science of the Offer

Email marketing is in a sense, both an art and a science.

The art of good offers is how we package the science. For example, "50% off", "Save $100 each", and "Buy one, get one FREE!" are financially equivalent for a product with a $200 SRP --but each evokes different buying dynamics. Likewise, "Click on for installation details" is essentially the same as "Click on to get your FREE planning guide".

With offers, it's also a good idea to keep in mind the effect of a strong offer on your entire sales cycle. A strong offer may result in an excellent response rate to your promotion. But the leads that are generated by it may be more difficult to close or have a low closing percentage.

For example, a compelling offer in an advertisement for network management tools might be "Ask for our FREE planning guide and we'll send you a check for $25!" Almost certainly you'll be asked for many planning guides -- but the close rate on prospects generated in this way will be low.

Why? The responder wants the $25, not the guide or product. On the other hand, with an offer of a rebate of $25, the offer associates the incentive with the desired action -- i.e. you get the $25 when you buy. The response rate will be lower, but the quality of the lead will be higher.

Double check your email marketing program. Make sure all your email promotions are critically vetted against the rule of List, Offer, and Presentation. Check over each element to ensure that your promotion is focused on the right audience, includes a compelling (to the audience) offer, and is presented in a way that will make the offer stand out. Do these things carefully and your email marketing programs will yield outstanding results!