Know-How Exchange : E-Marketing

The best strategy is to give the prospects something they want, has value and is interesting. Be sure the subject line reflects that.

这意味着它不够好才告诉他们you are the best. They hear that from everyone. If you are a business-to-business marketer, think about writing white papers, reports or case studies.

Focus on the content. Keep it short, on-point, and have a link to allow them to continue the reading (if necessary).

Harry already gave you the best tip - make sure that you give the prospects something they want.

I would add that it's easier to give prospects something they want if you have defined your target market well. The tighter the better - even if you have to separate into multiple campaigns.

If your target market is defined as "anyone who wants to buy our product" you'll never be able to write a decent e-marketing piece.

All the best!

Melissa Paulik

The key is to prove to the prospect that you understand his business....not just trying to sell him something.

You may feel you have the solution to their problem...and that may be true....but a good e-mail campaign will actually develop a relationship with the prospect so, when the need arises, they call you.

Michael

Michelle,

Harry said it perfectly:

"The best strategy is to give the prospects something they want, has value and is interesting. Be sure the subject line reflects that."

Three quick points:

* Provide a tip or "how to" that they can implement easily.
* Provide these tips and how-tos in a way that is CONCISE and SCANNABLE
* Give them this added value EVERY SINGLE TIME YOU SEND AN E-MAIL.

In the end, you're looking to increase the utility and stickiness of your e-mails. This will take a long time, so approach this like you're building the foundation to a massive skyscraper.

Three more things:

*Have integrity - customers can sniff out rats easily
*Provide solid business value - customers can sniff out rats easily
*Sincerely care about your customers - customers can sniff out rats easily

John Haydon
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