How important is an Email ID?

Promotions are often frowned upon as a means of collecting email IDs. The rationale is that most people sign up for emails and then forget about your brand once the promotion is over. I contend that you can change some of this by elevating the importance of the email channel. Do this by telling your subscribers that you will use the email channel to make important announcements. I still remember Christine and Jeff – this is going back five years (perhaps longer) – they both ran promotions and insisted on making the announcement in the following month’s email.

Look at what Loretta and Avi have done here, they promised $7,500 and a grand prize of $2,500 – at an event. The subject line, “Another Exclusive Email Event” and the conditions “Only those patrons who have or will provide Argosy with an email address will be ALLOWED to participate…” This wasn't the first time they have done an email exclusive event and it definitely won’t be the last.

Now look at the second image – the announcement is done by email again. The subject line, “Argosy email promotion update” and the copy within, “Will you be our next email winner? Check your inbox!”

Every now and then you need to make sure that your readers realize that email is a very serious and important channel for you. This is a means for you to quickly communicate with the reader. Customers and prospects need to be coached as well – proven that email is vital to your organization and they ought to pay close attention to it. Start planning EMAIL EXCLUSIVE announcements to reinforce the importance. The importance can also relate to your call center, coach your CSRs to naturally offer the customer/ prospect information immediately via email – if someone were to call in to get the email only special, give them a partial offer but encourage the customer to sign up, and pay attention to the email campaigns in the future.

Nice work ladies, I wish you much success.