The Postcard Is Not Dead
So many of you have decided that the post card email is really a retail tool. I rarely ever see businesses using the postcard style layout when reaching out to customers and prospects to get them to take action. Well why is this? Why is it that businesses try to use every possible word in an email and every pixel to tell you more and more WHEN they actually just want you to take an action?
Now I know you think that you need to really drive understanding, value propositioning and give them every possible action to take when they get your email at work…. but you don’t. Really. Sorry to burst the copywriters bubble or the CFOs sensibilities, but get to the point. Tell them what the offer is and give them one action to take. Now this assumes that you have queried your lists and are targeting emails to the right person that is going to benefit from taking this next step with you.
Remember, and some of you might argue this, that we are all consumers. We all are driven to buy a PC or application in the same manner that we might buy a new shirt or pair of shoes. If you have an offer that is relevant, timely and compelling, you have a formula for a postcard email campaign that will work.
Thanks to The Email Wars for this great article.