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Examples of effective promotional emails?
What are some examples of effective promotional emails that you've done? What types of things did you include that you feel were a factor in making them successful?
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2 Answers
Sarah - Years ago when I worked at a large restaurant chain, I had the challenge to grow our database with a limited budget.
Therefore, I created a refer a friend promotion where current subscribers were automatically given a single entry to win a prize. But if they wanted to gain additional entries, they would need to successful refer a friend of theirs to our loyalty program and have them sign up. New loyalty members were then eligible for the promotion as well.
The campaign was a huge success as I gained 25% new members to the list. The only money I spend was on modifying our entry/sign up form, prizes, and legal to write the rules. I did not spend a dime on advertising since my loyalty members did all the work for me. Great ROI.
The hardest part of this promotion was making sure our system was CAN-SPAM compliant so users who may have opted-out in the past were not communicated with.
Sarah,
With our clients we find that the design of the email is the element that takes a good offer and makes it a great email. Optimizing for preview panes, designing for blocked images, making call-to-actions clear and compeling, increasing scannability, using animated gifs thoughtfully--we've used these tactics and others to regularly boost email performance 20%+. The power of design is too often underestimated.
To help inspire the email community to do more with their designs, we recently published our second annual Email Design Look Book, which includes 20 outstanding email designs. It can be downloaded for free here:
http://www.smith-harmon.com/resources/2010/08/email_design_look_book_2010.php
I hope that it gives you some ideas that you can use in your own designs to increase performance.
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