The e-mail I always open . . .
Posted by · CommentsI just delivered a internet marketing seminar Thursday to a Homebuilders Association entitled, “Are You There Buyer, It’s Me The Builder”.
In the seminar, I discuss the 5 elements of new media engagement:
- Website blogs
- E-mail campaigns
- Voice Broadcastings
- Videos (both web video and video email)
- Web conferencing/Webinars
In order to drive these elements, I recommend that businesses generate events that are valuable, interesting or fun to potential customers.
During the seminar I mention that real estate businesses can learn a lot from marketing practices in other industries, particularly the retail industry. One example I use is the folks at Borders (the book sellers).
For the past two years I have opened up every single e-mail I have received from Borders. Why? Because they really get customer engagement. Really get it. Although they don’t have a business blog, they allow commenting in the form of book reviews. They use e-mail campaigns effectively. They offer free stuff like coupons. They use videos.
Every one of their e-mails contain a variety of useful, entertaining and money saving features. Every e-mail contains a discount coupon for their products that provides value to the customer. Every e-mail contains interesting information that is useful to someone about new books, DVD’s or CD’s. Sometimes the e-mail contains links to video’s of interviews or book reviews. The e-mails generally have something of interest to me.
Borders is a great example of what to include and how to do e-mail campaigns. If you’re looking for ideas, Borders can provide you with inspiration.
Here’s a copy of their e-mail from this week:
Here are some of the things they did that you can do:
- The body contains an invitation to an EVENT for kids at participating stores
- The content is timely and related to Mothers day
- The event is scheduled for Saturday afternoon (day before Mothers day)
- Graphics are attractive
- 30% off coupon is highlighted at the top
- Cute video of Alec Greven (How To Talk To Moms)
- Invitation to post event pictures on Facebook
I invite you to visit a Borders this Saturday afternoon. I bet they are going to be mobbed.
Wouldn’t it be nice if your sales offices were mobbed?
Ed Andriessen helps individuals, professionals and small to medium size companies use new media to find new prospects, generate more sales and build customer satisfaction. If you want to learn how to use these tools to build your business, contact him at ed@btrmail.com or 609-531-4776.
