Return On Subscriber - Email Marketing Blog

As the holidays approach, the email marketing messages we all receive doubles and for some, triples.  With consumer spending grinding to a halt, marketers are going to have to get more creative.  A lot of times, with email especially, it not the deal per say, but how you phrase it and how quickly you can get you offer understood.

This email from Details Magazine contains a great offer, but I’m not sure they reached the full potential of the email.  While “Buy 1 Get 1 Free” is easily understood, the fact you could buy yourself a subscription and get a free X-mas gift for somebody else is a much better incentive for a subscriber.

This type of offer would be a perfect chance to A/B split your list and test phrasing of the offer.  For the B list on this email, I would try “Give your friend a Free Subscription to Details Magazine this X-Mas” or something similar.  Analyze both the click through and conversions, then launch the campaign.

When you come up with an offer for an email campaign, always create at least 2 versions.  It’s not always what you say, but how you say it.

How would you have phrased this offer?

Curiosity, according to Wikipedia, is an emotion that causes natural inquisitive behaviour such as exploration, investigation, and learning.

In the light speed decision-making of the Inbox, making someone curious is a key element towards engagement. 

As I like to say about the phrase ‘Learn More’ - “Why? I already know everything about everything.” Are you thinking about curiosity in your email markeitng?  You should be.

Here is a great example from Reader’s Digest in their weekly Humor newsletter:

This got me to scroll down. (more…)