HOW NOT TO LOSE A POTENTIAL CUSTOMER

I was recently intrigued by a corporate email marketing campaign for Valentine’s Day. The message read:

Roses are red, violets are blue
Valentine’s Day is coming, so what will you do?
In the U.S. and Canada hotels have good deals
They’ll get you excited and bring on the “feels”
The options are endless, but how will you choose?
Give a gift certificate, there’s no way you’ll lose.

Now to clarify, what intrigued me was the marketing strategy behind this. It left me wondering if the company had given proper thought to it. Because you see, all marketing is not created equal.

In a time when consumers are getting countless emails daily, your first battle is getting the reader to open yours. There’s a lot of competition out there! If you got your email opened, give yourself a pat on the back and move on to the next challenge…getting your message read and even better, engaging your reader enough to click through to your website.

To increase your success rate, do not:

1. Omit your branding
2. Craft a message that doesn’t get straight to the point
3. Be cliche

What you should do is begin with your end goal in mind. Remember: it only takes one bad email for a reader to hit the unsubscribe button.

Think wisely.

Robyn Lanci