Question

Topic: E-Marketing

Suggestions For Email Marketing

Posted by Anonymous on 11/10/2008 at 12:24 PM ET 250 Points
I am planning an email blast to businesses in my state to raise brand awareness and generate leads. The tone of the message is for small businesses to dig deep and expand customer contact and raise their visibility to survive the current economic climate. Does anyone have specific suggestions for copy that could help boost CTR and help generate leads for my small ad firm?
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RESPONSES

  • Posted on 11/10/2008 at 8:11 PM Accepted
    Copywriting for email marketing is a craft of its own. There are people who do it for a living, and some of them are truly brilliant. They know what works and what doesn't, and they know how to develop the right subject line, the right from line, the call to action, and even the landing page ... so you don't just get click-throughs, but conversions.

    You need to make sure the copy and the offer are specific to your list, and you need to be sure the list itself is the right one. The more specific you can be to your target audience, the better results you'll get.

    One of the experts on 911 Marketing Help is a great copywriter for this purpose, and there are a few others. Go to that page and click on "experts." Then find the link for Lee Marc Stein. You'll see a short video and be able to review his bio and credentials.

    Good luck. You need this kind of professional help.
  • Posted by Neil on 11/10/2008 at 9:14 PM Accepted
    I agree with mgoodman, you would greatly benefit from a professional copywriter. These are people who devote their lives to writing outstanding copy.
  • Posted on 11/11/2008 at 12:49 AM Author
    These are great suggestions, and I will certainly consult with a professional about it. What about themes? Are there points that I should touch upon as a guide to the copywriter? I am not sure that I feel comfortable just handing this over. A salient element of our brand is the personal, conversational approach that we take with our clients.
  • Posted by Jay Hamilton-Roth on 11/11/2008 at 8:39 AM Accepted
    Before trying a big email blast, segment your list, and do A/B split tests. That will help you to fine tune the effectiveness of your message before the big blast.

    The message that you'll be sending isn't unique (spending during recession), so give your prospects concrete reasons to act NOW.
  • Posted on 11/11/2008 at 10:12 AM Accepted
    As the Marketing Prof staff said, you need a professional copywriter. It will also help if you have the right list (is it a house list or something you are renting).

    The keys to success are (in order):

    1) list (the selection of people who receive the email)
    2) offer (what people get by responding - could be a special offer, or a brochure, or a demo, etc.)
    3) creative (the words and the graphics, if any)

    When working with a copywriter it will help greatly if you can describe:

    1) why your service stands out
    2) key points of difference to emphasize
    3) the offer and why it will appeal to your audience
    4) your ideal customer
    5) what problem you solve
  • Posted on 11/11/2008 at 3:18 PM Moderator
    You should probably prepare a detailed creative brief for the copywriter. That will force you to think through the requirements, as the creative brief is essentially the spec sheet for the project.

    If the copywriter delivers against the creative brief, you should be ready to run with his/her submission.

    (The creative brief is often the most difficult part of the project for the client!)
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