Each week, several dozen promotional emails pass through my filters and land in the various folders I’ve prepared to receive them. Some are long and some are short. Some are ignored and some are read. Some are clicked and some aren’t. They all want me to buy but they do it in different ways.
Or rather, those dozens of different emails want me to buy in just two different ways: sooner or later.
Some want me to buy immediately. They provide a quick announcement of a discount or a special offer. The emails tend to be small, digestible at a glance and have a single, clear call to action.
Disposable Email Flyers
They’re email flyers, as simple and disposable as the bits of paper that students hand out to passers-by on any commercial street. If I needed the product anyway, then I’d probably grab the opportunity to buy from that seller and at that price. If I wasn’t already considering a purchase though, then a glance at a simple email — like a quick look at a paper flyer — will struggle to create enough desire to make the sale. I’ve usually forgotten about the email five minutes after I’ve looked at it.
Continue reading ‘The Difference Between Email Marketing and Electronic Newsletters’
