This is a question that’s been going through my head for the last few days as I prepare to send over 5,000 emails for Highlight Sports, a partner with www.ClogOn.com. I’ve found some information that may help, but I’d like your feedback too. Here’s what I found (from Bob Leduc’s article Five Selling Tips to Increase Your Sales):

• Promote One Thing at a Time: the article I read said this, but what do you all think? We are currently marketing customized DVDs and professional photography for a National Cheerleading Competition. In my first email reminder, I want to remind clients about the multiple offers; however, this contradicts this idea of “Promoting One Thing at a Time”. Would it be better to send out different emails promoting the different offers and have clients order things individually or just order everything all at once? To me it’s all about convenience shopping, isn’t it?
• Promote Your Biggest Benefit: this can also mean “promote what differentiates you from the competition”. Product differentiation is what separtes the best companies from the mediocre ones: they understand their strenghts and focus on them (see post about Positive Power). My question here would be, “What is the best way to promote your biggest benefit in an email?” Maybe repeating the benefit multiple times, stating it at the beginning, middle, and end (keyword repetition). Creating links to the big benefit in your email can also help - links that take clients right to the checkout page for a particular product or service. How do you “promote your biggest benefit”?
• Personalize Your Ad Approach: no one wants to talk to a robot. Some times I get the feeling that emails I get from businesses are way too formal and “professional”. The truth is, if I feel they have my best interest in mind and aren’t just trying to “sell me”, I’m generally more prone to buy. What are ways you all have “personalized your ad approach”?
• Focus on Specifics: this sounds easy - but is it? Focus is a complex idea. If I focus too much, I may be leaving some sales on the table. If I don’t focus enough, I’m running around in circles and not getting anything really productive done. I think what he means by “focus on the specifics” is that we should not deal in general terms, but in specific benefits (ie. For a limited time you will get a completely customized DVD with up to 10 routines for absolutely FREE, no strings attached. vs Get your DVD with cheer rountines for Free.) To me, the first sentence promo is more specific, What do you all think?
• Develop an Emotionally Charged Ad: energy, positivity, emotion: all keywords for success in sales. If your email is dull, formal, and stale, you probably aren’t going to make sales. What are ways to get clients excited without sounding to “salesy”?

I’m open for suggestions, comments, and feedback…

Addition:
Here is a recent email campaign I just sent today. I’m reading for some criticism (positive or negative)! If you’re one of my clients, you can see that I used TABLES but they don’t look that skewed in the real email!

Congratulations! You were just part of a great event - the UCA West Coast Nationals in Hollywood, California. Highlight Sports is in the process right now of creating your COMPLETELY CUSTOMIZED DVDs and Professional photographs. We will be shipping them to your coach or studio in 6-8 weeks. We will also be sending a Customer Questionnaire shortly after shipment to get your advice, feedback, and suggestions - we always want to improve! We wanted to remind you that March 30th, 2007 is the final day for the special pricing on Completely Customized DVDs, Action Shots and Still Photography. Remind your friends and team members to go to www.HighlightSports.com and get up to 10 routines of their choice on their own COMPLETELY CUSTOMIZED DVD before it’s too late! (These products will still be available later but prices will increase.) Here are the details: Now through March 30th, 2007: Completely Customized DVD - Up to 10 routines of your choice - DVD is Free + $7 shipping/handling* - Shipped directly to your house within 2-4 weeks* - Duplicate copies for Grandparents, Friends, etc. - Only $5 per additional copy - Includes name of your choice on the Actual DVD and Menu Action Photography - Wide variety of action photographs taken at the Kodak Theater - Action Photographs are Free + $7 shipping/handling per sheet - Choose multiple sheet layouts - Pictures can be placed on “Cool Stuff” too! - A perfect way to preserve your cheerleading memories Still Photography - Team pictures taken prior to performance at the Kodak Theater - Still Photographs are only $12 per sheet - Choose multiple sheet layouts - Pictures can be placed on “Cool Stuff” too! - A perfect way to preserve your cheerleading memories *DVD can also be shipped to your coach within 8-10 weeks completely Free Remind your friends and team members about this awesome deal before it’s too late! Sincerely, Nate Moller Marketing Director www.HighlightSports.com nate@highlightsports.com Brought to you in part by Capezio Dancewear, ClogOn.com, NuSkin, and Catch the Spirit.

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