19. September 2011 08:22
The email screenshot below isn’t about RVing but it has all the right elements of a great email. Have look at it and see if you can see the key parts…
- Personal – uses first name in salutation.
- Short paragraphs for easy reading with relevant text links.
- HUGE call to action (it’s obviously what they want you to do)
- Appropriate bullet list of benefits (WIIFM – what’s in it for me)
- Appropriate graphic which makes the product/service tangible (feeling of something they can hold physically)
- Personal – uses photo of person sending the email.
- Secondary call to action – FREE website assessment.
- BEST OF ALL – all around focused email on one primary and one secondary thing.
How might this apply to RV emails? My thoughts…
- Instead of broad e-newsletter type each month focus on something more specific once per month and rotate the same schedule for a quarter (every 3 months). Maybe focus on service one month, then a new product line you are carrying the next month, then the 3rd month maybe a neat place to go on a weekend camping trip. Those would be the primary thing about the email but also include a secondary thing in an appropriate fashion.
- Don’t just provide info, give a clear and strong WIIFM call to action. What is our goal of the email? What chain of events have to happen to reach that goal?
- Keep the content of the email clean/simple with a CLEAR call to action.
- Make the email come from someone respected and pleasant at your RV dealership, someone who is passionate about helping people.
There is lots more I could ramble on about but you get the idea and if you need assistance your team captain can help you out.
Until next time…