Product Focused Versus Multi-Product Emails
Jul 03 2007
I have been watching the success of email campaigns lately that stay the course VS those that sling everything under the sun at you. You know the kind of emails I am talking about. Some people have a hard time narrowing down the amount of content they place in a sales driven email. They like to act like a bad chef at a subpar restaurant hoping that if they throw enough things on your plate, you will like one of them and think you had a good meal.
Well I am here to tell you to think different. If you have a goal to move products, keep it simple. Giving people too many choices just makes a mess of your campaign. When you are developing a campaign, try to give some top level choices with some options to dig deeper if they want to. Better yet use your website after you capture them from the email to explore in a clear and concise way.
Here are some examples of one campaign using two presentation methods we used this past winter with success. One focuses on the item the client wanted to move and the other was to test what categories were of interest for secondary email campaign touches based on what they clicked from.
Email is not a shotgun, it is more like being a sniper. Focus, wait, narrow, aim and bag the win.
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