January 01, 2005
Blog Entry

Wisdom - Email Marketing 7

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We work for a few big companies in Germany as well as a lot of midsize companies. These companies have only a few email addresses and our focus is to give them the chance to win new subscribers easily. We produced a special subscription page were the company reps themselves can subscribe new readers. The trick: parts of the email are flexible, but with a default text. Example: A high-class restaurant asks his guests for their email-addresses after they finished their meal. The next morning they get a ‘thank you once again for your visit’-email that can be personalized in the first sentence and in the postscriptum. So the email may start like this: Mike, thanks for your visit with your wife and your lovely kids in our restaurant yesterday. It was a pleasure… P.S.: You asked for the possibility to arrange a birthday dinner for your grandma. Of course we are happy be your host then! The effect is absolutely great — people love this kind of mailings. The additional work for the restaurant is little, if there is nothing special to say the subscriber just gets a default standard text. Of course it works only with a few new subscribers per day because of the additional workload — maybe 20 or so — but then it is a great feature. We do this for a couple of 5-star hotels and restaurants in Berlin, Frankfurt and Hamburg and I can really recommend it to other marketers.

Uwe Sinn, rabbit eMarketing, http://www.rabbit-emarketing.de

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