Promotional Emails That Get Attention (and ones that don’t)

by G.B. Oliver

I get a lot of promotional emails from stores such as Old Navy, Gap, to name a few. I subscribed to them, so that’s okay. I thought I would point out a few tips on how to effectively email your customers, based on what the big companies do that are attention getting (plus a couple of things you shouldn’t do).

marketing email tips

1. Free Shipping always gets attention. With gas prices what they are today, it only makes sense to buy something online if you can save money and time driving to the store.

Email-marketing-tips

2. Little icons get attention. ★’s and even ♥’s do draw the eye to the subject line. For example, ★ 40% OFF TODAY ONLY! ★. But don’t over do it. Too much and it’s annoying. You just want to grab them, you don’t want to blind them.

3. A limited time to act. When the offer says “25% off until 11/09/13” and that is only 2 days away, it gets attention. The customer knows they should probably look at it now if truly interested, otherwise they are going to miss out.Email-marketing-ideas

4. A significant discount of either 75%, 50%, 40% even 25% will make people act. A 10% or 15% discount doesn’t seem worth the effort.

5. Don’t add customer’s name in email subject line. A lot of marketing people think this is more personal, but I feel the opposite. I know that when a large company sends out an email and my name is in the header, that they did not personally write each email, but rather just used technology to add my name. This feels more like spam to me than anything. So unless this is an individual email that you physically wrote, don’t put the customer’s name in the subject  line.

6. Don’t email too often. There are some companies that send me 2 to 3 promotional emails a day. That’s too intrusive and what will happen is customers will get annoyed and take their name off the email list or just block it as spam. A small business should only email customers either when they have something really special to offer or right before the big holiday shopping season (early November), and no more than twice a month.

FINAL WORD: Email marketing is a very effective way to get sales, so think about what you like and dislike when promotional emails are sent to you, and don’t make the same mistakes with your own customers.

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© 2013 G.B. Oliver. All rights reserved.

Marketing I Love! Piperlime.com

by G.B. Oliver

If you have ever visited the online store, Piperlime, they do something I think is really smart. They know times are tough right now, so they have a category on their site called “Girl on a Budget”. All the items listed here are under $100.

Marketing small business lessons

This is smart marketing because 1. they have made it easy for the buyer by already putting aside these items in one area 2. they get it that not everyone can afford to spend a ton of money on clothes right now. They also send out an email campaign to their customers with the same “Girl on a Budget” heading. If you’re a female, that heading is attention getting.

“Girl on a Budget” Promotion from Piperlime

This campaign goes with my philosophy that when the economy is down, there may not be a lot of people with a lot of money to spend, but there will always be a lot of people with a little money to spend. That is who this is targeting. For some customers, this may be the only area of their website that they look at.

So How Can You Apply This To Your Small Business? 

Think about doing this with your own online business. Are there certain items you can pull out and say “Gifts under $25” or the “Everything under $30 section”. People will usually take a chance on a low cost item, and if they are satisfied they will return and buy more.

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