Beware Offering the Exclusive Email Marketing Offer!
Why do people sign up to receive emails from you? Because they will get something in return. It might be information via a newsletter, or advance notices of events. Most likely it’s special pricing and offers.
In most cases for most businesses, offering exclusive discounts and promotions to email marketing subscribers is an effective way to encourage those subscriptions. And sometimes that discount is all that’s needed to push someone from prospect to purchaser.
It’s an email marketing best practice that works for the benefit of you and your customers. You offer discounts. You grow your list. Your subscribers enjoy lower prices. You sell more stuff.
But what if your subscribers don’t really get “exclusive” offers or you send out too many? Then what? Then you lose credibility. Your subscribers no longer see themselves as special in your eyes, or even feel duped. In the worst case scenario, you train recipients to expect lower prices.
Beware the downside of promising price breaks. Make sure your exclusive offers are just that: exclusive. And make sure your subscribers know it. At the same time, keep exclusive elusive. So one has to subscribe to benefit.
To help you keep these email incentives effective and true, we offer five tips for better exclusives:
- Emphasize that this is a subscriber only offer. Do this at sign up, reiterate it in your welcome email, and remind them again when an offer is sent out. It validates their decision to subscribe and reminds them that yes, they are special to you!
- Make the offer available only by clicking through the email. That too emphasizes that only the subscribers will get the offer, plus it increases their engagement with your email…which helps your sending reputation and email deliverability.
- Train them to anticipate and look forward to your emails by keeping the offer exclusive by following tips #1 and #2.
- Make the offer time specific to add a sense of urgency to the exclusivity.
- Make sure exclusive offers remain elusive offers…not permanent price discounts.
Takeaway: To reiterate that last point because it’s a critical one, be sure to keep these special deals limited. If you train your subscribers to only buy when a discount shows up in the inbox—because so many do—you might not ever get full price out of these customers. That said, if their volume more than makes up for the discounts, then offer away!
To learn more about using exclusive emails, see three reasons to keep offers exclusive.