Until a couple of weeks ago I would have said no, you can’t get £100,000 worth of trade out of a single email promotion, but now we’ve done it.

A promotion of around 7000 emails – some directed to the organisation in general, some to the individual email address of the person most likely to be interested – has generated a turnover of in excess of £100,000 for our client.

Of course it would be lovely if I could say that we can do this all the time – and I have to be honest and say we don’t get this level of success all the time.

But what we can say is that we are still pushing the response rates of email up, through exploring the way in which emails are written.  I can also add that every week that goes by teaches us something new about email marketing and the way in which emails need to be written to push response rates up.

The simple answer to the question of how to write emails that work really well, is through the production of emails that are conversational and unusual, rather than ones that simply announce what is avaialble.

Which raises the question – why isn’t everyone doing it, when it is that successful?

It is an interesting point.  Despite the fact that there is no evidence that I know of in which a single short-run email can actually do any harm to a company, there remains a feeling that “we couldn’t say that” or “that’s not really us”, and it is this feeling that pushes companies back into the world of traditional announcement advertising.

If you would like to explore how this conversational approach to advertising could work for you, in your industry, do give me a call on 01536 399 013.  No obligation and no charge of course – but I do think you will find it beneficial to take a look at the issue.

Tony Attwood