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Quick Lesson From The Direct Mail World

Let’s put ourselves in the shoes of your subscribers for a second, as we often suggest. Take a look over their shoulders as they open their email service first thing in the morning.

What do they see? A list of messages that trickled in overnight — some from friends and associates, some from email lists they’re subscribed to (including yours), and probably a whole lot of junk.

Once they get to your email, if their email program has a preview pane, they see the top of the message. If they’re interested, they’ll open the email and read the first paragraph to see what it’s all about.

My guess is that skimming for a second, then trashing it is not your desired goal from there. So, how can you take a quick preview of your message and turn it into a lasting relationship?

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Should I Use Text or HTML?

We field a lot of questions from customers about the pros and cons of using HTML in your messages.

Like them, you may not know the major pros and cons of sending a multipart message (Text/HTML) versus sending text-only emails.

There are a lot advocates on both sides of the fence when it comes to Text and HTML.

In my experience everybody tends to focus only on the pros of what they do, and the cons of what they don’t. You rarely get a balanced view.

So… right here, today, let’s size ‘em up:

Text. HTML. Toe to Toe in the Ring.

Somebody get Don King on the line.

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Restaurant Marketing Tips: Meet the Chef

In our last post, we established that there’s more to an email campaign than economic incentive. You need to build a relationship that establishes unique selling points to cultivate a return customer base.

Who better to establish these points than the lead creative force of your company? In the case of a restaurant, the head creator is the chef.

In this article, I’ll describe how introducing your chef can add a personal face to your email campaign and how even if you don’t have a restaurant, this type of message can benefit your own business.

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