E-mail Marketing: What Works Now
Compelling Content
Page layout, product placement, typography and similar issues all come into play when designing e-mails that look like a catalog. Copy that attracts one catalog’s customer base may hold no appeal for another; the same goes for photography and other visuals.
As always in direct marketing, good creative grabs attention but the offer matters most. Promotions and rebates, two direct marketing stand-bys, are also very popular with online customers. So are e-mail newsletters that have relevant content and a perceived value to the customer. The OmahaSteaks.com Web site, which gets around 250,000 hits per month, receives opt-in registrations from online shoppers for e-mails containing recipes and special offers. Brady says these customers also get advance notice of new products, and Omaha Steaks builds its e-mail housefile.
