For Members Only. Period. 
According to a recent article by Bill McCloskey, "The real secret to email marketing has nothing to do with deliverability, rendering, or any number of other technical issues we discuss to take our minds off our dwindling response rates."
The real key, he says, is the creative: "providing something unique through the email channel, something that the customer can't get any other way." He offers three examples of uniquely creative subscriber Welcome letters that drew in new members (and customers) in hordes:
Audi. You Will Have Exclusive access to Once-in-a-lifetime experiences, downloads, invitations to events, and previews. McCloskey makes note of the words "Exclusive" and "invitations to events only available to members." He says, "This is the way you start to build excitement around your email."
Harley-Davidson. You've signed up for a six-part email program that will take you through the five H-D motorcycle families, demo rides, customization, and even show you how to take care of the financing. "What a great way to keep clients glued to their inbox."
Stoli Hotels. Guests will be invited to check in to the Stoli Hotel for an evening event featuring live music, signature Stoli cocktails … and more. "The hotel opens in special cities at special times, and only those … who receive the emails get to go," McCloskey says.
"Exclusive, invitation only, insiders club: make them not only want to read your email. Make them desire it," he concludes.
The Po!nt: Make subscribers feel special. "Remember," McCloskey says, "being on your email list should be a privilege."
Source: Infobox. Read the full post here.
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