“Wwe really wanted to ramp up our direct email campaign. Working with SFG gave us that opportunity, and the results surpassed our expectations. Using a clean, simple approach, we targeted tennis consumers at key points throughout the year, with each piece offering a customized creative theme. For example, a Valentine’s themed blast (A Week of Hot Dates – see SFG website at sfgdm.com) spurred a quick and impactful boost in sales just prior to the Valentine’s Day. This e-mail blast produced four times more sales than our traditional print newsletter. SFG worked hand in hand with our staff and really made the process easy.”
-Dan Nagler, Tournament Manager
"Having worked with Stroud Fultz Group on a number of direct mail projects, I can attest to their ability to produce outstanding work under extremely tight deadlines. Whether we've given them a specific direction or requested a fresh approach with little or no instruction, the end result is always a strong execution, on time and on budget. We are a demanding client and Stroud Fultz Group more then meets our needs. They are easy to work with, very accessible and I consider them to be an indispensable asset to our success in a competitive market."
-Stephen Leonard, Assistant Vice President, Countrywide Home Loans
Monday, March 16, 2009
POWERFUL EMAIL MARKETING RESULTS
GRAB POWERFUL EMAI L MARKETI NG RESULTS USING TRADITIONAL DM TECHNIQUES
Gimmicks! Scratch-offs,removable tokens,stamp sheets,freemiums you name it
– traditional direct marketing has tested them all in order to lift response.So,why
are so many email marketers using boring,static text or HTML techniques?
Of course we can’t send three-dimensional items over the Internet,but we can
create interactive emails that pull the consumer into the message and get them to
spend time considering the product or service being offered.A traditional direct
marketing mailing is nothing less than entertainment for the recipient,directing
their attention away from bills,etc.With an email campaign you want to achieve the
same results and provide a little entertainment in an otherwise busy workday.
Can we assume that you have a list of recipients that will be interested in your offer? No
spammers please! And also can we assume that you have an offer that is compelling and relevant
to that recipient? Then half the battle is won.
Now,let’s get back to creative.In a traditional direct marketing campaign,a marketer needs to
meet the challenges of designing a package that is relevant to the consumer with an offer that is
compelling.They need to convey value in the offer,promote placing the order,and then provide a
satisfying experience to retain that customer.
A recent news release on the top ten trends for 2005 by Web service provider EmailLabs,stated,
“Design will take on greater importance in email campaigns.Designers will need to meet the
challenges of designing with images instead of text to protect against content filters and to create
differentiating emails that convey value and trust,drive action and retain subscribers.“ Using
traditional direct marketing approaches,your email campaigns can be simple,responsive and
results-driven.
The Outer Envelope aka the Subject Line
The outer envelope,traditionally the storefront or store window is the teaser that engages,
creates curiosity and,with great copy,seduces to open- is now the subject line in email marketing.
The subject line determines whether a recipient will open an email.Keep your emails from
screaming "IRRELEVANT," "SPAM," or,basically,"DELETE ME." Your subject line and from line
should work together.Recipients have been trained to be skeptical and leery of an email from a
person they don’t know.A helpful tip is to incorporate your brand in the first part of your subject
line.For example,USA Widget is offering a 10% discount.Just like a traditional outer envelope
that conveys the offer,time sensitive materials inside,or free gift,so does your subject line.Your
subject line should be enticing,create urgency,offer some value,and be specific enough to send
the message that if the recipient does not act now they will be missing out on a great opportunity.
Try to make an announcement or give news.Make the reader curious.Emphasize how the reader
will benefit from opening your e-mail.And keep it short.Subject lines that are longer than 50 to
60 characters can get cut off and you can bet they will get deleted.If you have a long subject line
make sure that the important part of the message comes first so that it creates some interest.
Lastly,avoid being too safe in your subject line.Just because you’re sending a monthly
e-newsletter don’t do this: “Feb.2005 Newsletter Issue 1,Vol.2.”Create some buzz and get
extreme: “President of USA Widgets Sees His Shadow”.
The Direct Mail Letter aka The Email Body
Now we need to create content that sells,sells and sells some more.The traditional DM letter
acts like the sales person in a store,describing the benefits of the product or service being sold.In email marketing this must be done quickly and interactively.Whether you create an
in-store coupon,such as the Gap and Borders Books does or an audio recently done for the
TD Waterhouse Cup,you can capture interest,get prospects to your web site,or direct them to
your establishment.
The TD Waterhouse audio email was a mini commercial announcing the tennis event to
a qualified list of prospects.It drove interested tennis enthusiasts to
the event website to place their early orders.Spurring a quick and
impactful boost in sales,“The email blast produced four times more
sales than our traditional print newsletter”,says Dan Nagler,
Tournament Manager.An innovative and unique approach that was
new and different to recipients where they sat in front of their
computers and heard the sales message or with the scratch off,
participated in finding out what discount they had received.
Another important function of the email body is to start building a
relationship with your prospects or customers.Don’t
oversell yourself.Remember,that in every direct
marketing effort there is always the “what’s in it for me”
factor.Give your prospects and customers answers to
their problems,a way to make life or their jobs easier.
Future contacts with them will be more responsive and
lucrative for you in the long term.
Your copy should begin to develop a trusted
friendship,someone your customers look forward to
hearing from and gets you out of the junk bin and into
the in-box.Make sure you manage expectations.If you
make a promise to your customers to send them a
monthly e-newsletter,make sure it doesn’t show up
bi-weekly.If you are sending relevant,valued informtion
to your customers they will want to keep hearing from you,but don’t over saturate their interests.
Keep them wanting more.Allow your customers to have the tools to participate in this relationship.
Whether it’s the “unsubscribe option,”give us your opinion”or just “contact us”give your
customers the sense that this is a two way street and they will be happy to stay loyal to your
product or service.
Interactive Response Drivers, Freemiums, Gimmicks
Email marketing can gain a lift in response by using some of these traditional direct marketing
techniques to capture the attention of an audience that get hundreds of emails per day.In the
same way interactive devices get customers to open an envelope,so too will they be able to
engage interest in entering a website.
Gimmicks! Scratch-offs,removable tokens,stamp sheets,freemiums you name it
– traditional direct marketing has tested them all in order to lift response.So,why
are so many email marketers using boring,static text or HTML techniques?
Of course we can’t send three-dimensional items over the Internet,but we can
create interactive emails that pull the consumer into the message and get them to
spend time considering the product or service being offered.A traditional direct
marketing mailing is nothing less than entertainment for the recipient,directing
their attention away from bills,etc.With an email campaign you want to achieve the
same results and provide a little entertainment in an otherwise busy workday.
Can we assume that you have a list of recipients that will be interested in your offer? No
spammers please! And also can we assume that you have an offer that is compelling and relevant
to that recipient? Then half the battle is won.
Now,let’s get back to creative.In a traditional direct marketing campaign,a marketer needs to
meet the challenges of designing a package that is relevant to the consumer with an offer that is
compelling.They need to convey value in the offer,promote placing the order,and then provide a
satisfying experience to retain that customer.
A recent news release on the top ten trends for 2005 by Web service provider EmailLabs,stated,
“Design will take on greater importance in email campaigns.Designers will need to meet the
challenges of designing with images instead of text to protect against content filters and to create
differentiating emails that convey value and trust,drive action and retain subscribers.“ Using
traditional direct marketing approaches,your email campaigns can be simple,responsive and
results-driven.
The Outer Envelope aka the Subject Line
The outer envelope,traditionally the storefront or store window is the teaser that engages,
creates curiosity and,with great copy,seduces to open- is now the subject line in email marketing.
The subject line determines whether a recipient will open an email.Keep your emails from
screaming "IRRELEVANT," "SPAM," or,basically,"DELETE ME." Your subject line and from line
should work together.Recipients have been trained to be skeptical and leery of an email from a
person they don’t know.A helpful tip is to incorporate your brand in the first part of your subject
line.For example,USA Widget is offering a 10% discount.Just like a traditional outer envelope
that conveys the offer,time sensitive materials inside,or free gift,so does your subject line.Your
subject line should be enticing,create urgency,offer some value,and be specific enough to send
the message that if the recipient does not act now they will be missing out on a great opportunity.
Try to make an announcement or give news.Make the reader curious.Emphasize how the reader
will benefit from opening your e-mail.And keep it short.Subject lines that are longer than 50 to
60 characters can get cut off and you can bet they will get deleted.If you have a long subject line
make sure that the important part of the message comes first so that it creates some interest.
Lastly,avoid being too safe in your subject line.Just because you’re sending a monthly
e-newsletter don’t do this: “Feb.2005 Newsletter Issue 1,Vol.2.”Create some buzz and get
extreme: “President of USA Widgets Sees His Shadow”.
The Direct Mail Letter aka The Email Body
Now we need to create content that sells,sells and sells some more.The traditional DM letter
acts like the sales person in a store,describing the benefits of the product or service being sold.In email marketing this must be done quickly and interactively.Whether you create an
in-store coupon,such as the Gap and Borders Books does or an audio recently done for the
TD Waterhouse Cup,you can capture interest,get prospects to your web site,or direct them to
your establishment.
The TD Waterhouse audio email was a mini commercial announcing the tennis event to
a qualified list of prospects.It drove interested tennis enthusiasts to
the event website to place their early orders.Spurring a quick and
impactful boost in sales,“The email blast produced four times more
sales than our traditional print newsletter”,says Dan Nagler,
Tournament Manager.An innovative and unique approach that was
new and different to recipients where they sat in front of their
computers and heard the sales message or with the scratch off,
participated in finding out what discount they had received.
Another important function of the email body is to start building a
relationship with your prospects or customers.Don’t
oversell yourself.Remember,that in every direct
marketing effort there is always the “what’s in it for me”
factor.Give your prospects and customers answers to
their problems,a way to make life or their jobs easier.
Future contacts with them will be more responsive and
lucrative for you in the long term.
Your copy should begin to develop a trusted
friendship,someone your customers look forward to
hearing from and gets you out of the junk bin and into
the in-box.Make sure you manage expectations.If you
make a promise to your customers to send them a
monthly e-newsletter,make sure it doesn’t show up
bi-weekly.If you are sending relevant,valued informtion
to your customers they will want to keep hearing from you,but don’t over saturate their interests.
Keep them wanting more.Allow your customers to have the tools to participate in this relationship.
Whether it’s the “unsubscribe option,”give us your opinion”or just “contact us”give your
customers the sense that this is a two way street and they will be happy to stay loyal to your
product or service.
Interactive Response Drivers, Freemiums, Gimmicks
Email marketing can gain a lift in response by using some of these traditional direct marketing
techniques to capture the attention of an audience that get hundreds of emails per day.In the
same way interactive devices get customers to open an envelope,so too will they be able to
engage interest in entering a website.
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