Email Campaign Solutions: What’s the ‘Why’

There are thousands of email campaign solutions being implemented across the world right now. Some of them are immensely successful, while the others, not so much. However, of late, many studies have led to the conclusion that what really makes email campaigns tick is the presence of attractive offers. However, this must not be confused with the millions of spam offers that have been implemented till date – asking people for their personal details under the pretext of wire transfers of lost treasures in Africa, and similar endeavors.

Many organizations that use email campaign solutions to promote their products find the process of creating honest offers immensely time-consuming and a waste of resources. However, this is an investment of time and effort that pays off considerably well. When one creates offers that are truly beneficial for consumers, besides the phenomenal response via click-through, there is also a tremendous amount of word of mouth marketing, which results in direct contact with the brand via website, email, retail outlets, etc. the basic criterion that defines whether or not an offer is truly beneficial for a customer is if it saves him/her time, money or the effort of doing something useful.

However, one also needs to ensure that the offer is relevant to the brand and to the interests of the email campaign solutions.Also, while making an offer is certainly a great gesture, nothing kills brand equity like failing to live up to the promise that was made. Brands need to ensure that the outcome of the person’s initiative, i.e., clicking on a link, giving contact details, etc. is visible, even though it might happen after a period of days or weeks. Summing it up, it’s important that the offer should seem genuine to the person for whom it is intended, and this is important at the time the offer is made, as well as after the brand’s objective has been achieved.