Return On Subscriber – Email Marketing Blog

Use the inner circle

Don’t sell to just one customer, sell to their many friends and family, leverage their network, people typically have friends with similar interests and tastes.

Don’t target too far, look for complementary not similar

Email marketers have been touting targeting to an almost too granular level. Subscribers like what you do as a whole. Look for complementary offers to previous purchase history, not similar items. For example, if a customer bought pants, offer a belt not another pair of pants.

The BuyCostumes.com newsletter does a great job of maximizing the limited space above the fold. They place the main call-to-action, or the one thing they want to get across, right in front of the standard “Can’t see the Images, Click here” spot.

Very effective.

With the holiday onslaught upon us, a little tweak like this could very well improve your performance.

Test Subject Lines

Sounds simple, but if you have not done so already, test what gets your customers to open your email or remember your brand this holiday season – email is a powerful branding tool as well as the leading direct marketing medium.

This is a great glimpse into the power of email marketing, Email Data Source released a study today of the Hotel Industry looking at the the Brand Equity Index