Email Marketing - The Science of the Offer
Email marketing is in a sense, both an art and a science. The art of good offers is how we package the science. For example, "50% off", "Save $100 each", and "Buy one, get one FREE! " are financially equivalent for a product with a $200 SRP --but each evokes different buying dynamics. Likewise, "Click on for installation details" is essentially the same as "Click on to get your FREE planning guide". With offers, it's also a good idea to keep in mind the effect of a strong offer on your entire sales cycle. A strong offer may result in an excellent response rate to your promotion. But the leads that are generated by it may be more difficult to close or have a low closing percentage. ...
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