Improve your image with better emails

The old saying that "Timing is Everything" is true in advertising, publicity and now email marketing.

How do you get better responses to your emails? This is a question we are asked many times by our pr clients and advertising clients. The answer is to make sure your emails are timely. This sounds like common sense, and it is. But think about how many emails you receive daily from customers, clients, and friends, and which ones you open first to read. Even junk emails campaigns use this technique to get you to respond.

An article by Robert Bly gives illustrative examples about this same topic. He mentions that some financial companies use this technique wisely. Another interesting point is to use news embedded into the copy. Make your email or publicity release (the one that goes to clients and potential customers) be somewhat newsworthy by including a current item that relates to your email.

An example was when a financial publisher used a photo of Martha Stewart and the "subject" was "Stay one step ahead of the stock market, just like Martha Stewart…but without her legal liability."

This is clever thinking and good use of publicity in email marketing.

Another good tip by Mr. Bly is to give something away in your email. Not necessarily a product, but information. Provide a tip, or something useful in the market you are in.

Why? Because people expect to receive free stuff on the internet. Knowing this, offer them something of value, and the potential client may read further and contact you for more information about your service or product.

Try these simple tips and then read Mr. Bly’s article for a third tip.

See Also

• Making emails work for you
  Getting readers to open your email