So it’s holiday time and yet you have one more email to send before the festive holiday. Here is a simple technique used to deliver your email with a personal holiday touch to it.
So what is the goal?
You are sending your email with a personal touch and all without the sales pitch in your email. You talk about how the holiday is your favorite time of the year and add a bit of information about maybe how your family enjoys the holiday season. The last step is to explain that you have a holiday gift for them with instructions on how to get the gift.
Instructions are as follows:
The subscriber needs to ask for the holiday gift by clicking the link and sending an email to your newsletter email address. This qualifies each subscriber as someone interested in your offer topic. So the offer is about Facebook ads, Google Adwords, and/or Email Marketing. This is segmenting your list and categorizing based upon people’s interests.
Here are the steps:
1) Develop your downloadable PDF mailing piece that has niche-specific content and add the soft pitch in the conclusion of the downloaded PDF. Then load it on the web with a download link.
2) Develop the email with the message and add the following to the “click here” link…Use the following generic Web Address and add your custom content: mailto:firstname.lastname@example.org?subject=Subject text message&body=Body Text Message
This will allow your subscriber to automatically open their email window, add your request message to the subject and body and add your email address to the TO email field. Again the web link automatically adds the request message in the subject line and body of the email. All they have to do is send the email.
3) Then turn on the Vacation function to your email newsletter and add the download email message. The vacation function is used to deliver the requests automatically…
That’s it!!! For the next 24 to 48 hours of your holiday season your follow up emails are being sent automatically and all with the personal touch.
Direct Mail in Marketing
Direct mail has been rumored to be a dying communication form, but studies have shown that it still has a place in the world of marketing. In Royal Mail’s ‘The Private Life of Mail’, a survey conducted in 2013 exploring consumers’ preference between email and direct mail, results tipped in favor of the latter. The survey revealed that 63 percent of people were more likely to pay attention to and respond to a marketing campaign if it was received via direct mail; 18 percent said they preferred brand promotion via email.
What the Royal Mail’s Survey Revealed
‘The Private Life of Mail’ had some interesting results. Not only did it report that people preferred direct mail to email, it also revealed that emotional connection and the power of touch still has a strong place in the world of marketing. Just as its been said that face-to-face meetings can never be fully replaced by social media when it comes to networking, direct mail still seems to hold a place when it comes to brand promotion and cementing consumer relationships.
A Combination of the Two
What the Royal Mail’s survey also showed was that when it comes to communication with consumers, a combination of direct and email often has the best results. According to the survey, 51 percent of people preferred to receive a combination of the two so they could have the convenience and quick accessibility of email combined with the more personal and tangible effect of direct mail.
There is no doubt regarding the importance of digital marketing in today’s digital marketplace. Businesses not only have to develop a strong brand to compete, but they also need to market themselves on numerous social media platforms and put time and effort into website design and management. Direct mail vs email has become an interesting and relevant debate in the marketing industry. Just as e-commerce has left many brick-and-mortar shops struggling to keep up, the success of email marketing has caused many to question if there is even a place for direct mail in current marketing strategies.
Email in Marketing
As e-commerce exploded over the last 10 years, so too has email communication between companies and their consumers. People sign up to receive emails and are kept abreast of sales, promotions, coupons, and special member offers. Email is a great way for businesses to keep refreshing their brand in the minds of consumers while maintaining that close connection crucial to cementing consumer-relationships and ROI. Email is also an environmentally-friendly way to reduce our use of paper, and many consumers feel good about that and embrace the philosophy of limiting their paper trail.
What the prevalence of email in marketing has led to is many people complaining about the bombardment of these emails. Let’s face it, email is a cheap way to communicate. Companies are more able to communicate with their customers and promote their brand, but many people find it too much and end up relying on that ‘unsubscribe’ button at the end of the email to help declutter their inboxes.