Using Targeted Direct Email Marketing to boost sales and profits

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Use Direct Email Marketing to target your list of potential customers

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Targeted Direct Email Marketing
In targeted direct email marketing, a promotional or sales message is sent to a list of potential customers on an individual basis, as opposed to using a mass medium like radio or printed fliers.
Instead of sending the message by post to a list of addresses, as in traditional direct marketing, the message is sent by email.

In both cases the purpose of the message is to prompt a reaction, such as an order, a visit to a store or website, or a request for further information, from the targeted recipients. And in both cases the results of the campaign should be measurable.

To measure the effectiveness of a targeted, direct email marketing campaign, the message should contain triggers or mechanisms that make it possible to track the number of emails opened, the number that bounced, and the number of clicks generated.

Using this data, the sender can test elements of the message by changing the subject line, the headline, the format, color of the text etc until the most effective combination is found.

Attractive, Compelling Message
In contrast to the mass, scattergun approach of spam, the idea behind targeted email is that it makes more sense to send attractive, compelling invitations or offers to a smaller group of recipients who’re likely to be interested in receiving such messages.
Direct email marketing is generally permission-based, opt-in email, meaning the recipients are more likely to read and respond to the message because they’ve given their permission and specifically “opted in” to receive emails from the sender.

Before starting any form of direct email marketing campaign, make sure you are clear about:

the product or service you are offering

the price

any bonus offers

the most wanted response

When preparing your material, think from the point of view of the customer. What will make them interested in your product or service?

Don’t make the email message about you or your company. You won’t make sales or get leads by telling customers about the latest events in your office or the history of your company’s expansion.

Focus on the Customer
Any direct email marketing should focus on the customer, highlighting their problems, and how you can solve them.
In most cases your email message will be a sales letter, targeting a specific product or service you’re offering. But even if the focus is more general - say you’re promoting a whole range of products - the most important part of your email will be the subject line. This is what recipients look at first when the email arrives in their inbox.

In addition to a compelling subject line that will encourage them to open the email, the actual headline in the body of the email must also grab their attention, inviting them to read further.

Try to come up with at least 10 different headlines and select the best. Generally headlines should be longer than three or four words, but less than 17 words.

Be specific. If you have a figure of 37% then use it, do not say ‘over 30%’. Do not exaggerate in your headline to get attention. If it lacks credibility, readers will not bother to look further.

Easy to Read
Avoid long sentences in your direct email marketing. You want to make the message as easy to read as possible. Break the paragraphs up with subheadings that refer to the contents of the next section. Your subheadings should give enough information for someone skimming down the screen to understand your offer.
Once you feel your letter is complete put it aside for a while before reading through it again. You may spot mistakes or areas of confusion. If you cannot leave it for a period of time give it to someone to read. Ask them to skim through it, from the point of view of a customer, to see if they get the main points of the message.

Always try to remember that any targeted, direct email marketing message must emphasize how you and your products or services can benefit the customer and solve their problems.

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Last updated: August 2008. Copyright © 2006-2008 Scotch Macaskill, 18 Strawberry Fields, 36 College Road, Pietermaritzburg, South Africa. Tel: +27 33 3422811. Privacy: Your privacy is guaranteed. Personal information, including email addresses, will never be sold or given to third parties. See our Privacy Policy for further details.

Internet for Business
Use Direct Email Marketing to target your list of potential customers
Home > Email Marketing > Targeted Direct Email Marketing Targeted Direct Email Marketing In targeted direct email marketing, a promotional or sales message is sent to a list of potential customers on an individual basis, as opposed to using a mass medium like radio or printed fliers. Instead of sending the message by post to a list of addresses, as in traditional direct marketing, the message is sent by email. In both cases the purpose of the message is to prompt a reaction, such as an order, a visit to a store or website, or a request for further information, from the targeted recipients. And in both cases the results of the campaign should be measurable. To measure the effectiveness of a targeted, direct email marketing campaign, the message should contain triggers or mechanisms that make it possible to track the number of emails opened, the number that bounced, and the number of clicks generated. Using this data, the sender can test elements of the message by changing the subject line, the headline, the format, color of the text etc until the most effective combination is found. Attractive, Compelling Message In contrast to the mass, scattergun approach of spam, the idea behind targeted email is that it makes more sense to send attractive, compelling invitations or offers to a smaller group of recipients who’re likely to be interested in receiving such messages. Direct email marketing is generally permission-based, opt-in email, meaning the recipients are more likely to read and respond to the message because they’ve given their permission and specifically “opted in” to receive emails from the sender. Before starting any form of direct email marketing campaign, make sure you are clear about: the product or service you are offering the price any bonus offers the most wanted response When preparing your material, think from the point of view of the customer. What will make them interested in your product or service? Don’t make the email message about you or your company. You won’t make sales or get leads by telling customers about the latest events in your office or the history of your company’s expansion. Focus on the Customer Any direct email marketing should focus on the customer, highlighting their problems, and how you can solve them. In most cases your email message will be a sales letter, targeting a specific product or service you’re offering. But even if the focus is more general - say you’re promoting a whole range of products - the most important part of your email will be the subject line. This is what recipients look at first when the email arrives in their inbox. In addition to a compelling subject line that will encourage them to open the email, the actual headline in the body of the email must also grab their attention, inviting them to read further. Try to come up with at least 10 different headlines and select the best. Generally headlines should be longer than three or four words, but less than 17 words. Be specific. If you have a figure of 37% then use it, do not say ‘over 30%’. Do not exaggerate in your headline to get attention. If it lacks credibility, readers will not bother to look further. Easy to Read Avoid long sentences in your direct email marketing. You want to make the message as easy to read as possible. Break the paragraphs up with subheadings that refer to the contents of the next section. Your subheadings should give enough information for someone skimming down the screen to understand your offer. Once you feel your letter is complete put it aside for a while before reading through it again. You may spot mistakes or areas of confusion. If you cannot leave it for a period of time give it to someone to read. Ask them to skim through it, from the point of view of a customer, to see if they get the main points of the message. Always try to remember that any targeted, direct email marketing message must emphasize how you and your products or services can benefit the customer and solve their problems. Return to Home Page
Last updated: August 2008. Copyright © 2006-2008 Scotch Macaskill, 18 Strawberry Fields, 36 College Road, Pietermaritzburg, South Africa. Tel: +27 33 3422811. Privacy: Your privacy is guaranteed. Personal information, including email addresses, will never be sold or given to third parties. See our Privacy Policy for further details.