Create a killer mail shot, the right way
Electronic mail shots are something that can either strike pure fear into the heart of the recipient, or make them smile and feel fortunate they checked to see if they had any new emails. The problem with mail shots, though, is that there is no vetting process: the internet is open to anyone to use and abuse and with mobile technology progressing ever more rapidly, a total stranger can force their way into your life just like a charging bull.
Here, then, are a few tips which marketing consultants swear by. Follow them for success…ignore them at your peril:
…don’t offend people. Make sure that if it’s a time of fasting for a certain religion, you don’t go and send a series of food-related e mail shots out to all and sundry…
1) Target your mail shot: this might sound blatantly obvious, but you may be surprised – and shocked – to learn that literally millions of e mail shots go out every day with no real logic or tactics. Avoid this by sending your e mail shots to a list of people who have been researched with some accuracy. Not researching who you send out to is a waste of time. For one thing you’ll probably annoy people, and for another thing even if you do get any business it won’t be enough to outweigh the negatives.
2) When composing content, do be sure to hire a copywriter – or at the very least someone who has a good grasp of the English language. If you don’t do this, you’re making a mammoth mistake and you will regret it, trust us! And that brings us to the third point…
3) Use the right kind of language: if you’re sending out to cabinet makers, don’t use the kind of over the top words and terminology which you would use with lawyers or wine professionals. Using the right language greatly improves your chances of actually having those e mail shots read!
4) Lastly…consider using humour: everyone likes a laugh, and laughter is something that can broach all cultures and, in many cases, religions. A few careful words are interesting and fun and will be well received.
5) Very lastly…please, don’t offend people. Make sure that if it’s a time of fasting for a certain religion, you don’t go and send a series of food-related e mail shots out to all and sundry. At best they will think it’s a joke…and at worse they’ll be deeply offended and bad mouth you to everyone they know, having a terrible lasting effect on you and your business…the exact opposite of what you were trying to achieve in the first place!
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