If someone told you three things you could do to improve the success of your direct email marketing, would you do it?
This is your test. Try out these three simple, yet critical, principles and see how your results change for the better. Why would we want you to know these three critical principles? Simply because we receive email too, and it would be nice to see some quality campaigns in circulation to raise the bar, push the envelope, and challenge the market. So here we go, get ready, and hold on.
Number One – Please tell me you are using an email list that is consistently and regularly updated. You should be accessing lists with new prospects – don’t keep knocking on the same door that never opens. Also, you don’t want to be consistently knocking on a door if no one is home. New and fresh lists, updated and current lists, are your bread and butter. Make sure your email list provider is as ambitious as you are. If they aren’t out there looking for new prospects to add to the list and making sure their lists are updated, you are in trouble right out of the gate. If this at all sounds familiar, find a new company to buy your lists from.
Number Two – Would you remember your own email subject line? Would you be interested in opening that email? If the answer is no, you need to be thinking about some more appealing subject lines and some more attractive ad copy. If you don’t want to read your boring email, why would anyone else want to read it? Can you make it funny? Can you make it unique? Can you make it somehow special? These are things you need to be asking yourself. Because remember, if you’re not catching your customer’s eye, someone else is. And with their eye goes their spending power.
And Number Three – Repetition folks. Repetition, repetition, repetition. Consistent repetition. This is not rocket science – this is straight attention grabbing and memory building. Consistent broadcasting of your email ad at consistent intervals is going to make a world of difference. Some marketers are misled to believe that repetition will lead to people becoming desensitized to your name. News flash – in today’s over-stimulated society, this is much less of a concern than going by unnoticed. Perhaps 50 years ago that might have been a valid concern, but not today.
As the saying goes, be the change you wish to see in the world – this is your chance to stand out amongst the mediocre.