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The Constant Contact Guide to Email Marketing by Eric Groves

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Rule 2: It’s Not About You

Let’s face it. If you have done a good job of making a connection that resulted in your collecting a prospective customer’s email address, then that customer already knows what you have to offer. Email marketing provides your audience with the rationale for making you the one they turn to for it!
Figure 7.3 Blind Lemon Vintage is able to track customers who click on discount offers.
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What is it about you and your business that makes you different? This is what you want to convey in your email messages. Here are some industries and potential About Me and About What I Know topics:
Landscaping Company About Me: 20 percent off de-thatching About What I Know: Three plants deer won’t eat
 
 
Day Spa About Me: Free wash with cut About What I Know: How to stretch your lower back
 
 
Financial Adviser About Me: Monthly Newsletter, August About What I Know: Three tips to get an IRS audit
 
 
Nonprofit About Me: Donations needed About What I Know: Community helps to build house
 
 
Retail About Me: 20 percent off all suits About What I Know: What to wear to an interview
You may feel that the About Me subjects are just fine and in fact they might result in a desired response. However, they are just good, not great!
Good subjects resonate with your recipients but have the effect of ending their distribution at the recipient (not getting forwarded). They ...

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