Three tips on your "reply by date" offer--and one on beating filters. (Online Promotion).A question was recently posted on the NEPA marketing listserv regarding setting deadlines for a "reply by date" offer: "If five weeks works for direct mail, what time period is appropriate for an e-mail promotion?" The common response was five to seven business days. But Anne Anne, British princess Anne (Anne Elizabeth Alice Louise), 1950–, British princess, only daughter of Queen Elizabeth II and Prince Philip, duke of Edinburgh. She was educated at Benenden School. Holland, editor-publisher of the online newsletter on online publishing ContentBiz, offered three additional tips on picking offer-expire dates: * Pick a day in the middle of the week--especially if you have an e-mail or fax list to the same people so you can broadcast a "24-hours left" alert the day before to bump response. * Never pick a day near the start of a month (such as Oct. 1st) because everybody the month before thinks the next month is much further away than it really is. There's way more urgency to Sept. 30th than Oct. 1st. * In b-to-b marketing (especially events with a longer lead time), always tell them how many business days they have left because that's much more urgent than regular days. Example: "You have just 3 business days left to save $100.00 on your ticket to the 'Email Newsletter Publisher's Profit Workshop' at http://Isherpastore. com/store/ page.cfm/1979." "P.S.," Holland added to her suggestions, "Um, yeah, that was a shameless shame·less adj. 1. Feeling no shame; impervious to disgrace. 2. Marked by a lack of shame: a shameless lie. self-promotional plug there at the end but, hey, I gave value." How to beat prospects' e-mail filters Speaking of Anne Holland, she recently gave subscribers to her Email Marketing Sherpa Sherpa Any member of a mountain-dwelling people of the Himalayas. Sherpas are of Tibetan culture and descent and speak a Tibetan dialect. They make a living spinning and weaving wool, along with farming and cattle breeding. Weekly a tactic that may help get your mail past filtering software. Send them a welcome message when people opt-in To purposefully accept some situation or condition ahead of time. For example, to opt-in to an e-mail campaign means that you want to receive periodic newsletters or information, which may include advertising from the publisher or third parties. telling them how all future communications will appear. Your message could say, for example, "All our messages will come from server name@your companycom. If you use filters, please add this address to your white list." "Better vet vet common idiomatic version of veterinarian. ," Sarah Stambler of The E-Tactics Letter adds, "you could tell people this after they opt-in on your confirm page. Even your welcome message could end up being blocked. "By giving them the heads-up beforehand you may also pique their interest in receiving your welcome message and effectively turbo-charge the beginning of your e-mail relationship." |
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