It has become very common among many websites and online businesses to gather a list of subscribers (or in other words "potential customers") and send them promotional materials in order to boost their sales or to increase visitors to their websites. Such a marketing strategy is called Opt-In Email Marketing. It includes sending newsletters, catalogs updates and all sorts of other promotional materials weekly, monthly or annually to people who have visited the websites and readilyave their emails so that they could learn more about what the website is promoting.
By sending emails to the subscribers on a regular basis, it allows subscribers to be updated about new products. Should anything grab their attention, they could be directed straight to where they can learn more or to even purchase it. At the same time, Opt-In Emails serve as reminders to subscribers about the existence of those websites that they had previously visited. Thus, Opt-In Emails do have many advantages and should be viewed as a powerful marketing tool.
However, as powerful as a weapon is, it can only be as powerful as its user. The same goes for Opt-In Emailing. A well organized and well written email can be so effective that it causes subscribers to eagerly click the direct link and reach into their wallets before they even realize it. That is how powerful and persuasive Opt-In emails can get.
Different websites and businesses have their own style of presenting information to subscribers. However, if one goes beyond the fanciful expressions and facades, it all boils down to creativity in the content of the email that keeps the subscribers interested.
After analyzing some effective Opt-In emails and forums, I have come to grasp the essence of good Opt-In Marketing strategies. First, keep the content light when trying to promote. In this stressful society, people are already stressed out enough at work. The last thing they need is to come home to another boring, boring and long "business proposal" sent by you. Make the content something personal such that the person reading your email feels like they are being introduced to some good "lobang" (for non-Singaporeans that would mean business opportunity) by a fellow "kakis" (buddies or friends) over coffee. Let go of all the formal jargons and write the content like how you would introduce it to a friend. In this way, subscribers would not feel as though it is just another business gimmick.
As the phrase goes, a picture paints a thousand words. So what about a few pictures? Let your creative juices flow when brainstorming over the presentation of the material in your email to your subscribers. Add color to your words. Bold the information that you want your subscribers to pay the most attention to. And if in some cases pictures are the most effective in trying to capture what you're trying to bring across, do not hesitate to throw a few pictures in. After all, what captures more attention? A bunch of pictures or many lines or words?
A good Opt-in email is able to highlight the benefits of the products or services in a short and concise manner. The last thing you want is to bombard your subscribers with lots information and appear overaggressive to them. This would cause them to avoid your emails or worst unsubscribe to you. Always keep in mind that your subscribers are your audience and you need to be able to entertain them in order to keep them so that ever they would buy your products from you.
First-time subscribers would tend to be very cynical towards all sorts of promotional material being presented to them. Therefore it is important that you present information clearly. Ensure that the content in the emails explain exlicitly what needs to be done so that results that they desire can be achieved. The last thing you want is a confused and frustrated subscriber as they would always give up trying and so would your opportunity to seal a deal. Being able to anticipate common doubts or questions would be an added bonus. It would seem from the customer's point of view that you are trying to help rather than just trying to make money off them.