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The Valentine s Day reminder also looked interesting. Notice that dmckin324 is sending me two emails: one on credit cards and one on background checks. He has destroyed his credibility by sending two emails so close together. What do these things tell us about emails There is a lot of competition, particularly from really junk email. Junk email is much more widespread than junk direct mail. Email is so cheap to send that any worthless smut purveyor can afford to send millions per day. People look rst at who sent the email and second at the subject. They seldom look at the text of your emails at all, unless the email address and subject pass a validity test. You need to give a lot of thought to what your email address should look like. Then spend some time guring out how to present your subject. Settle on three different email addresses and three different subjects. Once you are happy with these six, you can begin to worry about what to say in the email. (I am reminded of experts at Ralston Purina, who reportedly spent more than 6 months designing the appearance of the perfect cereal box before they got around to guring what to put into the box!)
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Once people have opened your email and read your copy, what do you want them to do You have to make it easy, obvious, and compelling. Here is how one merchant did it: Click here to search our database with no obligation. This takes you directly from the email to the merchant s Web site, where it offers its services (see Figure 6-11). This is very seamless and compelling copy. Figure 6-12 shows the text of the Valentine s Day email. Each underlined section of text is an automatic link to a professional Web site. This is the way to go. Few email texts are this organized. Most of them make you work at lling out forms and emailing them to someone, with a response generated in a few days.
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Your rst step is to send 5000 emails in a head-to-head test of two different email addresses and one subject (2500 to each). You will know within 48 hours which of the two produced the better result in terms of click-throughs, responses, and sales. Figure 6-11 Web Site for Designing Your Web Address
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Figure 6-12
Text of Valentine s Day Email
Now take the better of the two email addresses and try two different subjects with the next 5000 names. Save the best email address and the best subject. Experiment not only with the email addresses and the subjects, but with different texts and different days of the week for your mailing. Gradually, over the next couple of weeks, you can work your way through your 100,000 customers, getting better and better response rates as you go. You may start with a 0.5 percent response rate (12 responses out of 2500). At the end of 10 tests, you might have worked your way up to 2 percent (50 responses out of 2500) that is four times better than the rate you started with. You might even do much better. Many companies that use emails to market to their existing customers have achieved response rates of 20 percent or more. The key to success here is constant testing. You simply cannot do this with direct mail. With email, if you do it right, you can achieve tremendous success in a very short space of time.
Summary
Communications to customers work. Used correctly, communications will Increase your retention rate and reduce attrition Increase cross sales and up sales
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