Making Sure Your Offers Are Valuable to Your E-Mail Marketing Customers - dummies

Making Sure Your Offers Are Valuable to Your E-Mail Marketing Customers

By John Arnold

When people subscribe to your e-mail marketing list, they share their information with the expectation of receiving something valuable. Consumers aren’t likely to value multiple e-mails with irrelevant content or the same buy-it-now message over and over. Boring your audience leads to low open rates, lost clicks, and unsubscribe requests. To stave off customer boredom, make them an offer of something valuable.

An offer entices your audience to make an immediate decision instead of postponing it.

[Credit: Courtesy of Above All Baskets]

Credit: Courtesy of Above All Baskets

Giving something away — whether of cash value or your knowledge — doesn’t mean that your audience automatically understands and appreciates the value in your offer. Offers become more valuable to your audience when

  • Your audience gets closer to the decision stage of the buying cycle.

  • The benefits of your offer outweigh postponing a decision.

The Internet allows your prospects and customers to easily compare competing offers. If you send an e-mail that features a new product available in your store, some recipients may compare prices online and purchase the product from a competitor with a better price.

Taking the choices available to your audience into account helps ensure that your offers outweigh other easily accessible offers. As you decide what to offer your customers and prospects, take these tips into account:

  • Research your competition. Determine where your audience is likely to search for more information and look at the offers that your competition uses. You can do research on the Internet, visit your competition, and sign up for your competition’s e-mail list.

    If your main offer includes discounts or other price incentives, don’t worry if you can’t compete with your competition on price alone. Instead, use the opportunity to point out the reasons why your products or services are a better choice even though the discount isn’t as significant.

  • Own your links. When your e-mails include links to additional information that supports your offer, post the information on your website, blog, and other online presences that you control.

    If you need to link to outside information, ask for permission from the outside source to include the information on your website to keep your link clickers on your site. If you have to link to content on shared websites — such as public blogs, discussion boards, or other websites you don’t own — make sure that you own the banner ads and other advertising space on those sites so that your message is reinforced when your audience clicks through and your competition can’t take advantage of your e-mail list subscribers.

  • Know your audience. Divide your audience into different lists based on the offers they tend to respond to and adjust your offers accordingly. Examples of offer lists include

    • Customers who value the latest styles or highest quality and are willing to pay more for them.

    • Customers who value convenience and time and are more likely to purchase products or services when the purchase process is fast and easy.

    • Customers who value financial savings and are willing to take extra steps or settle for less to save money.