The Email Wars

There are many ways to say thanks and recognize your subscribers on your email file. You can simply say thank you. You can give them something that no one else has access to. You can give them an incentive – or best yet you can combine all of these ideas into an email campaign that drives business results.

Smith and Hawken did just this in their recent campaign from this past week by using the top of the email real estate to tell subscribers thanks while at the same time not only giving them access to save through this email campaign, but using it to extend an offer that lives through the whole month of June. Why do I like this? Well we often use email campaigns to present an offer that is focused on just this specific campaign, leaving people to trash it if they are not interested at this exact moment. But using the whole month as an extension of this one email campaign provides a way for people to keep this email available.

You might not be in “market” today but the idea that you might anytime in a month is a good way to increase the value of the offer. Not only on one purchase but on anything you decide you might want to get over a 30 day period. Smart.

I also love the subject line as from tests I have tried the numeric list (10 things) seems to tell people that there might be something of value besides just the one offer.

Try to think of new ways that you can extend the value of your campaigns past NOW while at the same time making it feel more important by thanking them at the same time. Well executed.