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A reader wrote:
“Email, snail mail. Other than how fast my offer gets to my client and lots of hype, what’s the difference?”
Our perceptive direct response reader makes a point. Similarities do exist between powerful email and direct mail packages that get results. But there are also differences, and that’s how CDMG, Inc. can give you the power to penetrate the hype and increase the sales of your campaign.
When crafted by a knowledgeable direct marketing professional:
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Both email and snail mail can be powerful and cost-effective sales tools. |
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The goals of both are the same—to generate leads, build databases, secure sales, increase revenue, etc. |
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Your offer is a major key to how effective your sales message is—whatever vehicle you use. But to ensure your message is properly received, use great direct response copy and avoid sending spam blockers such as HTML formatting and direct response graphics. |
Whether you use email or traditional mail, most direct response strategies and tactics apply.
Most important, no matter whether your message is sent over the Internet or in an envelope, the tried-and-true classics have several elements in common. Here are a few tips that will help your email direct marketing message make a powerful impact:
 The success or failure of your email starts with the “From” line
Direct marketing professionals know that the first thing people notice is who sent the message. They also know how to persuade your target to look further.
If your message is sent in an envelope, people notice the return address first.
With an email, most prospects (over 60%) first look to see who sent the email.
If they know you or your company, they are more likely to take the time to see what the message is about.
Your copywriter will make a connection between you and your prospects. They will be much more likely to open your email and at least glance at your message if they see a relationship or potential relationship between you and them.
 Depend on an experienced, professional direct marketing copywriter to craft “teaser” copy that will get your message noticed
Your copywriter knows how important “teaser” copy is to your promotion’s success—whether it’s outer envelope copy of a direct mail piece or the subject line of an email. Like the teaser copy on an envelope, the goal of the email subject line is to create curiosity about the email’s content, to entice your prospect to open it and read further.
Regarding email, 35% of recipients cited the subject line as the most important factor motivating them to open emails. (Not surprising, since the average person weeds through more than 2,200 spam emails every year—and that’s after more than 90% of them have already been stopped at the IP level.)
For example, in email subject lines:
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News and discounts appeal most to consumers |
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Men (69%) are more intrigued by news-focused subject lines |
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Women (64%) are compelled to open an email if the subject line is focused on discounts |
The key is to develop a dramatic and powerful teaser that creates an
irresistible desire to read the email.
Here are some quick examples:
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The lost Klondike mother lode has
been found |
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How you can say goodbye to mosquito bites forever |
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Hot new product could replace Botox and make you rich |
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3 ways to profit from Phase II of the War
on Terrorism |
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Why this diet beats anything you’ve
ever tried |
 In business-to-business (B2B) marketing, empower your copywriter to employ strategies that will get your message past the gatekeeper and to your target
In B2B direct mail, the gatekeeper is usually the:
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Mail room |
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Secretary |
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Executive assistant |
In email, the gatekeeper is usually:
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An email client filter like the Yahoo! SpamGuard process. Client filters identify potential key words, as well as phrases in the subject or “from” lines and header information. Then it channels those messages into a special folder, or marks them as junk. |
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An Internet service provider filter like the one AOL uses to keep out unwanted email. |
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A blacklisting organization such as www.mailabuse.com or Spamcop.org. Up to 15% of your email can get blocked by blacklisting organizations if someone annoyed by receiving your marketing message “nominates” your organization. |
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Private or corporate filters that block email based on parameters set up by the individual company. |
Even with a great understanding of what filters will block and what will get through, strategies to get by these systems are ever evolving. However, the following 19 strategies have been successful in helping email get past these overzealous barriers and get through to your target.
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Construct your email so that it appears to be a personal message from a friend or associate. And in fact, text messages will often outpull HTML messages. |
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Do not send an attachment with your email—even when your email gets delivered, many targets will delete an email with an attachment as a deterrent to viruses. |
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In the body of your email: |
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Begin your email with a salutation other than “Dear” or “Hello.” And use personalization whenever possible. |
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Don’t tip off the “test” software that your email is anything but a personal letter. Never explain that your message is not spam, that the recipient gave you permission to send the message or opted in to your list, that you respect all removal requests, why the recipient is receiving your offer, or refer to various regulations or House or Senate bills. |
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Reword in a positive tone the “remove me” link to an email address. |
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Never use all uppercase or lowercase letters. Instead, mix uppercase and lowercase letters. |
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Avoid ending your email address with a number (e.g., Debbie555@cdmginc.com). |
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Avoid exclamation points or other punctuation that may appear to be typical of spam email. |
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If you’re sending a regularly scheduled newsletter, include the date (e.g., December 2005), the word “newsletter” or “news,” and perhaps even the frequency (e.g., monthly). |
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Use a high percentage of text in your email, and little or no graphics or images. |
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Choose a white background rather than a colored one. |
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It’s best to use black type, and be sure to avoid spammers’ favorite colors—red and blue. |
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Eschew thick table borders. |
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Avoid HTML. Spam filters automatically assume that HTML messages are unwanted by recipients. And especially don’t use software such as FrontPage to create an HTML message. |
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Don’t use all caps to define the content type (e.g., “TEXT/HTML”). |
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Don’t include a form, such as an order form, that sends an email. |
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Don’t use scripts, such as JavaScript, and don’t include any JavaScript statements that open new windows. |
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Convince spam filters that your message is a genuine personal communication:
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Attribute a source (e.g., “On Tuesday, November 29, Craig Huey wrote…”) |
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Quote email text (e.g., “>”) at the beginning of lines. |
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Take advantage of the reply line (e.g., “Re: Marketing Plans) in your email header. |
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Sign the email with a long signature, for example, Randolph J. Longenberger. |
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One last trick: be proactive. To be sure that your email will get delivered, run it through predictive spam analyzer software. Your bulk email distribution provider can probably provide this service. If it doesn’t, you’ll find a free spam-scoring tool at www.gravitymail.com/spamscore.php. |
 Use direct marketing copy that grabs your prospects’ attention and doesn’t let go
You want copy that hooks your prospects before they realize they’re holding a sales piece in their hands (or their inboxes).
Great direct response copywriters:
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Don’t give away too much information |
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Always tease |
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Avoid questions |
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Are careful about how they use humor |
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Motivate with fear versus self-interest |
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Make your message sound urgent, timely
or valuable |
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Turn features into benefits |
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Use very personal,
“you”-oriented copy |
 Give away valuable information
Because you’re giving away valuable information, you overcome your prospects’ skepticism, and that boosts your response rate.
It’s too complicated
and time consuming to explain here, so call me at
1-310-212-5727 and ask about V.I.V.A.™ (The Valuable Information—Value-Added System) from CDMG.
Although there are similarities, there are also big differences between email and postal mail, and understanding those differences can give you the power to break through the hype and boost the results of your email campaign.
One of the biggest differences between email and postal mail is in the numbers. Consumers get a lot more email—40 to 100 unsolicited emails a day. They regularly open and read email from 10 to 20 companies. To get opened, your email must displace mail from someone else your prospect already trusts. |
