There must be a clear opt in offer

Borders.com is one company using opt in email marketing that does it right. Most recipients opt in at the cashier in their local store. The cashier states a simple offer - give them your email address in exchange for a 10% offer on that purchase, plus special offers, 10% to 25% off coupons, and a chance to build loyalty points. The offer is clearly stated, and the audience can quickly see "what's in it" for them.

Clearly state who the email is from, and have a recognizable subject line

The opt in email from Borders is from "Borders Rewards," and the subject lines pertain to each message, such as "50% Off 10 Bestsellers." Obviously the effectiveness of your opt in email marketing campaign will increase if your recipients can easily recognize who the email is from. With most businesspeople receiving around 50 emails per day, your opt in email must compete for attention, then must be opened and read. Knowing who the opt in email message is from at a glance, and having a subject line that captures the attention of the recipient with something that addresses their desires or needs is critical to the success of your opt in email marketing campaign.

The opt in email marketing messages are sent on a regular basis

Borders sends their opt in email messages on a regular basis - they are never an unwelcome surprise to the recipient. With the format known, the timing regular, and the messages easily recognizable, the opt in email messages from Borders are effective in keeping Borders in the awareness of their customers.

Offers are combined, creative, but simple

Each opt in email marketing message contains two or three offers, and printable coupons. Some specials are available at the Borders store automatically for members, while others require printed coupons. And, members accumulate reward points with each regular purchase. When a certain number of points are gained, the customer will earn a 10% off day, when all of their purchases are 10% off, for the entire day.

A recent Borders opt in email message had three offers: 1) for one day only, 10 best sellers are 50% off; 2) for one month, when a customer purchases three CD's, the fourth is free; 3) and, a popular offer - when a customer reserves a copy of the new Harry Potter book, before release, it is 40% off.

The offers in the opt in email messages have to be meaningful and motivating to Border's customers, to drive repeat business. The offers meet customers' needs and desires, or at least the needs and desires of large segments of Border's customers.

Getting it Right

Recipients of opt in email messages have to immediately see "what's in it" for them. The information presented has to meet their needs, and the offers have to meet their needs, desires, and be motivating. Offers can be combined for greater impact, but keep it simple. The audience of an effective opt in email marketing campaign will respond with more purchases, requests for more information, and by keeping the opt in email communication channel open.

Why E-mail Networks?

As the Borders example shows, we understand permission-based email marketing. While not every client will have the brand recognition of this company, the same rules can apply to any-sized business. Provide your client with relevant and timely information.

Our company has been a leader in opt in email marketing for many years and can provide your company with the proper direction and technology for your initiative. We have a wide range of service levels and options that will fit the needs of any type of company.

Contact E-mail Networks now to see how a custom opt in email marketing campaign can benefit your company and grow your marketing ROI.