The Fool Proof Marketing Offer
By Erin Jacobs, VerticalResponse
Customers often ask me, what are the best offers to use in email marketing programs, or any lead generation program for that matter. The answer, of course, is dependent on a list of factors- among them: What is the nature of your business? What are you trying to achieve with your email? What are you able to offer?
My answer. Before sending out a marketing campaign consider “Is there something in this email for the recipients to LEARN, GAIN, or ENJOY?”
Here are some examples of each type of offer:
LEARN: If you are a consultant, service provider, or industry expert, sharing your experience and insight can be powerful and relevant to the recipient. Examples: 3 Tips, Best Practice, Inside Scoop, even your perspective of an event or presentation that you attended which your audience may not have access.
GAIN: If recipients don’t feel there is something in it for them, they will not continue to read and open your emails. Commit to the value in each of your email campaigns. Examples: an added benefit to customers when asking them to consider referring your business, a discount for early registration to an event, free shipping or gift-wrapping, early access to a sale or information. This type of offer works great for survey responses too; promise to share information before it’s released to a wider audience.
ENJOY: Like the free gift with purchase at a cosmetics counter, or an adult beverage coupon for checking in to a flight online, sometimes marketing offers are just for fun. If your goal is to change or encourage a behavior then a little something extra for the response may provide an added lift.
Bottom line, don’t lose site of the customer on the receiving end of your email communication. If they respond once and find value in your message they are likely to pass it on and everyone wins.
December 23rd, 2008 at 4:13 am
What do you suggest for companies who do not use discounts like Nordstrom or Walmart? Is there a way to use GAIN in companies like these? Perhaps, making them feel special in other ways like showing relevant items based by their past purchase? I think if email customers (or any customer for that matter) are trained to look for discounts, you might begin eroding your brand.
December 23rd, 2008 at 2:25 pm
Protecting the value of your product or service is certainly important. There may be times when you have excess inventory and it benefits both you and your customers, but other times it does not. There are other ways to provide your customers with something to gain without devaluing your product or service. Here are a few offers I’ve come across lately. A retailer in San Francisco offers discounted designer apparel provides early access to latest the merchandise to it’s newsletter members ONLY- I receive sale or new item alerts before they hit the store and early shopping hours by apt. Another favorite store rewards me for completing a detailed profile when I opted in to their list by consistently segmenting their messages and only sending me offers and updates on merchandise that fits my profile. The same store offers to a personal shopping service that sets items aside for me in my size and has them waiting for me to try on by apt. It saves me time (the GAIN) and I often find a few upsell items with my original requests, but I feel like a celebrity and I typically go for the splurge.
December 26th, 2008 at 2:24 pm
Erin,
I have seen this strategy work off line as well - especially at networking events. After you have networked for a few months at an industry networking event, ask to become a speaker. Giving a speech titled “The top three tips to…” is the best way to establish yourself as a leader, gain qualified leads, and have an open dialogue. Best of all, it’s free - You might even get a free lunch out of it!
January 2nd, 2009 at 4:33 pm
Becoming a speaker is one of the more effective ways to get your marketing message out there. As Greg mentions I’ve attended numerous events locally with mostly mixed marketing results yet the speakers are always pleased with the volume of business generated.
January 5th, 2009 at 9:43 pm
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