If you don’t feel you’re getting enough bang for your buck from your e-mail marketing campaign, consider the following tips from Lisa Dyson, director of Internet marketing and merchandising, Lands’ End. At shop.org’s workshop on Best Practices in Online Marketing, Dyson presented “10 Ways to Keep E-Mail Marketing Fresh and Relevant:”
10. Write interesting copy so that the customers on your e-mail list have a reason to open and read your message. Lands’ End actually writes little stories.
9. Give your customers what they want. Make it possible for them to tell you what sort of information they want from you and how often they would like to receive it.
8. Use intriguing e-mail subject lines that are honest but require opening in order to fully understand.
7. Be passionate — about your products, your community and your brand values.
6. Write in a consistent voice that reveals your humanity and makes your customers feel that they deal with challenges similar to the challenges that you face.
5. Make it fun.
4. Give your customers extra value for subscribing to your e-mails, maybe an early notice of sales.
3. Ask your customers’ opinions then use what you learn.
2. Say thanks — and mean it.
1. Use top 10 lists such as gift lists and checklists.
shop.org is a division of the National Retail Federation.