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Creative Strategies - List Building

A good WinM@il customer who oversees the operations of a variety of dining establishments created a holiday email coupon for the subscribers of one restaurant's email program.  That right there is a good idea.

And going one step further, in an effort to share that good news, they sent a promotional email to a nearby property's subscribers encouraging them to sign up for the first restaurant's email program.

This kind of cross marketing works.  It makes more sense, costs less, and drives more business in the door than purchasing a random list of who-knows-who.

Other creative list building strategies include:

1-When speaking with a radio or television reporter, remember to ask listeners to go to your web site for more info and say the address.

2-At a trade show, put your web site address on every banner, hand-out and registration form. Acquire e-mail addresses of booth visitors.

3-Mention your web site and ask for e-mail addresses at every event you attend on behalf of your organization.

4-Partner with a like-minded organization and put an ad at their web site – link it to your web site, spell out your address.

Creative Strategies - Edit for cells & pda's

I am a little surprised by the number of companies that do not revise their email marketing content to suit the growing crowd reading emails on their BlackBerrys, cell phones or other mobile devices.

If I only have a few seconds to view an email from my phone, most of the time here is what I see:

"Problems viewing this email?"

"To view this email as a web page go here."

"This email was sent to kt@wincommunications.com by..."

And then I run out of time and I close my phone.  When I am back at my computer, I see those emails I already scanned and I delete them thinking I already read them.

A more effective approach would utilize the tool an email service provider offers you to edit the text version separately from the HTML email. 

Next, decide what ONE THING you want cell phone and PDA users to know before they exit their email screen, and type that at the top of the text version.

More on email rendering for mobile devices >>

Creative Strategies - Hilton's Homewood Headlines

I love to read emails from my favorite hotels in my favorite cities around the country. 

I signed up a few years ago for Hilton's Homewood Headlines.  The Hilton's email marketing strategies are consistently direct and relevant and the content is useful and entertaining.  I like the note they include to the right, which is usually very personal in tone and offers a chance to win a prize. 

Here's a fun one:

The magic of a family vacation is in the simple moments you share together. That's why Homewood Suites by Hilton offers your family everything you need to create as many of those moments as possible. Spacious suites with fully equipped kitchens and complimentary high-speed internet access keep everyone comfortable. Complimentary hot breakfast starts each day off right. Now through July 15, 2007, show us a photo of the moment that made your vacation unforgettable, and it might end up on a Times Square billboard.

I didn't enter a picture, but would love to see the billboard they mention!

Creative Strategies - Thank You Notes

VistaPrint.com sent a thank you note after I purchased some printed postcards.  The note came immediately after I made the online purchase at their web site.  It was more than a thank you and confirmation message, it was a special offer for more discounts. 

And a couple days later they sent another email with more special offers.

This online retailer invests in an email campign geared at driving existing customers to spend even more at their site.  Repeat customers.  Loyalty programs.

A transactional email such as a confirmation message is one of the best places to add some customized direct marketing.  Successful online strategies include marketing via invoices, thank you notes, event confirmation messages, purchase orders.  The key is to make the most of each and every email communication, while staying focused on customer needs. 

Creative Strategy - Planning

Planning.  Here's how the cycle goes...a group gets excited about a newly created permission-based e-mail program, and the launch is successful.  The next e-mail is an obvious follow-up.  Thereafter, a few months go by with one or two more relevant and timely messages sent out to the subscribers.

But then, at about the mid-year point in the campaign, you notice that the subscriber list has lost numbers due to natural attrition and you have no idea what the content of your next message should be, so it is delayed and then two months go by with no communication at all.

This is why PLANNING is so important.  As you launch your e-mail newsletter or news campaign, take time to set some definitions and create a calendar.

1. Define your goals.
2. Define your audience.
3. Define your message.
4. Define your vehicle.
5. Define your timing.
6. Review and redefine these definitions again and again.

Plan your campaign, and include strategies for ongoing growth of your subscriber list.

Create a pubilcation schedule.  Even something as simple as this one will keep you on track:

Download winmail_sample_6month_publishing_plan_3.06.xls

I just received today's Clickz article and it reinforces this same message about editorial planning.  Written by Jeanne Jennings, the article is available at:

http://www.clickz.com/experts/em_mkt/em_mkt/print.php/3590376

Creative Strategy - I-Pod Giveaway

Here's an enticing creative strategy if you love mobile music!

It's the I-Pod Giveaway.

I have seen this offer in a variety of e-mails I subscribe to, and here are their various marketing challenges:

1.  From vendor to customer:  "Send us names of people who might be interested in our service, and we'll enter you in a drawing for a brand new I-Pod!"

2.  From newsletter publisher to subscriber:  "Forward this newsletter to 8 or more of your friends and become eligible to win an I-Pod Nano!"

3.  From marketing company to online subscribers: "Comlplete our survey and register to win an I-Pod Nano."

And so on.  One thing is absolutely certain when competing for that high priority Inbox status - you have to give to get.  Whether it is valuable information, offers not obtainable anywhere else, or a new TV, the give-to-get concept is what makes successful e-mail campaigns.

And I would love to win a new I-Pod!  Then I could listen during my daily half hour walk to one of my favorite and very entertainling podcasts, "Wait, Wait, Don't Tell Me" downloaded from this site: http://www.npr.org/rss/podcast.php?id=35

Creative Strategy - Email Exclusives

Local retailer Younkers occasionally has a "Private Night."  I love this idea for e-mail subscribers.  The benefit for me is a 20% discount.  This makes me feel like my e-mail subscription has value.  This is a good example of an e-mail offer because it is relevant, timely, and straightforward. 

(A good article on e-mail offers is "One Size Does Not Fit All" at Clickz.com.)

Creating a "private corner" or a "just-for-you" news area or a "e-mail exclusive tips list" can reinforce your ongoing relationship with the e-mail audience and help you to retain those valuable subscribers.  I know that if I give my e-mail address to a vendor or organization, I expect something relevant and valuable in return. 

Exclusives are said to drive superior results with e-mail offers.  Omaha Steaks sends offers that are exclusive to its e-mail audience and that last just three days.  Hotel chains such as Country Inns offer point systems and ultimately great deals exclusively for e-mail customers. 

Last month WinM@il publisehd the quarterly update for the Hotel Pattee in Perry, Iowa.  You can get a great room any time at the Hotel Pattee.  But with a subscription to their newsletter - which is available by signing up at www.hotelpattee.com - you receive occasional bonuses such as last month's chance to earn complimentary tickets to their annual Hometown Christmas Performance.

Exclusives - it is part of targeting your market, and the more personal and relevant, the better!

Creative Strategy - Email Specials

Today we're publishing a great package deal for the AmericInn of Grimes, Iowa.  If you are in or near Central Iowa, check out www.discovergrimes.com and call for their golf packages. Golf at the beautiful Tournament Club of Iowa or on the rolling hills of Beaver Creek Golf Course. 

As always, our WinM@il postcard is delivered to subscribers only, so for more information, call the hotel and ask to join their e-mail list!