Like any direct mail marketing effort, email makes an impression.  For most successful digital marketing campaigns, it’s not the sheer number of impressions you make but it’s the message relevancy.  Just as important is it to targeting the right audience is communicating the right message.  Your message should tell a story, not a repeat the image or sound bite over and over.  This relationship building between how many times you can broadcast your message before it is ignored is sometimes referred to as the signal-to-noise ratio.  The most effective repetition tells the prospects something of meaningful value, i.e., why they might consider your product or service, how your business differentiates itself from your competitor, and considerations one should make when shopping from businesses like yours.

Telling your story
The balance between brand and response has been argued; should you spend 60% of your budget on brand and 40% on response?  How important is brand building to the smaller business with a limited budget for testing various advertisement mediums and offers?  Regardless of what this ratio might be, a multiple email deployment can accomplish both brand building and response.  It’s done by telling a story about your product or service with multiple varied email create of relevant, timely and offers of value.

Let’s take a closer look at how a multiple deployment email broadcast and tell your story.

Deployment One – “Attention Getter”
First consider that whatever you tell your prospects, you will ultimately want to do it within the 4 messages.  The first email is the “Attention Getter”.  It sets the stage of the story and frames the duration of the campaign.
•    Test multiple subject lines
•    Make your logo, offer, and benefit statement within the view pane
•    Make sure your message is relevant with your audience

Deployment Two – Legitimize your presence
Your second email should be a congruent continuation of your message and offer.  This one is geared toward reassuring that the first email is legitimate.

Deployment Three – Emphasize the Call-to-Action
Your third email again continues with congruency, however, reminds them not as much about the offer as about the deadline of the campaign offering.  This third deployment should create a sense of urgency.

Deployment Four – Extended Offering
Your fourth email should speak to those who have already shown interest but not yet responded.  These are the click-throughs who have also shown interest in your offer but have not yet signed on, given you more attention, or purchased.  The message to be said here is one that says, “Ok, so we have what you want, we offer what you’re interested in, and the deadline has come and gone.  Since the response was so overwhelming, we’ve decided to extend the promotion until this week so act now.”

With email, you have the opportunity to say something.  You don’t have much time to say it so what you say should be a carefully thought out part of a bigger story.  It may offer something that is of value to your customer, even though your customer isn’t in the moment to respond.  Should they not respond, hopefully your message served as a reminder that you are in business.  What they see and remember from your email message is simple images, your logo, and maybe the offer.  What they may or may not take away is that you may or may not be professional.  You may or may not offer something they would ever be interested in.  You may or may not communicate the same ole thing you did last month.  Should you not bring anything of immediate value to your recipient, its better wait and send something of value.  Making a “bad” impression is worse than no message at all.

So think about the story you might want to tell.  Consider again the very small amount of time you have for the email recipient to “take in” your message.  And ask yourself, “how do I tell a story in nice bite sized chucks”?

Consider your sales pitch when designing your email deployment.  What do you say first?  How do you frame what you truly want to communicate?  And how do you close?

For more help with your next email deployment, consider calling BB Direct.  That’s what we’re here for…

Gone are the days of high cost email data acquisition.  With email aggregators in full force, the sheer quantity and targetability of email deployment has sky rocketed while the cost for effective deployment has plummeted.  What’s more, the effectiveness of email advertisement continues to improve.

Email Deployment Example
Let’s take a look at a typical scenario with a direct email campaign.  A medium sized retail specialty store wants to reach out to the local community.  Unlike others forms of marketing, an email broadcast can reach people on the cheap and collect names of potential customers from each which to further communicate your messages.  It wasn’t too long ago when email data wasn’t selectable by geography.  Now we have the ability to make push millions of impressions to both a targeted geographic market, as well as a targeted demographic or behavioral interest category.

Multiple Deployment Program – 3 Plus 1 Package
BB Direct offers many a multiple email deployment package to include broadcasting to the same audience 3 times, then once more to those who previously clicked through to a site.

The first deployment tests the same email HTML with 4 different subject lines.  This signals the mailer to mail again with the top two best subject lines for the second deployment.  The third deployment tests the best of the top two for the deployment.

The third deployment is a modified email HTML.  It’s sent to all previous click-thru’s as a last attempt at visitor conversion.  BB Direct offers the above campaign test for $3,500 for up to 250,000 targeted email impressions.  That’s 750,000 impressions plus another revisit deployment for maximum exposure.

All campaigns come with open click-thru reporting to better understand how the campaign is performing over time.  If you’d like to learn more how BB Direct can help you with your next email campaign, please email us at info@bbdirect.com or call us toll-free at 866-501-6273.