Saturday, December 19, 2009

 

Combining gift giving and lead generation

The folks at Priority Marketing sent this holiday card email to their prospects earlier this month. According to the company's email marketing manager, it generated the highest response of any email campaign they've done this year.

What do you have that your clients want? What has value, and can be - perhaps for a limited time - be given as a gift to your clients and prospects? Note this campaign didn't require registration, which feels appropriate if the offer is positioned as a gift.

That said, Priority just got a bunch more of their thought leadership assets into the field specifically with their target audience. Not a bad way to combine a nice holiday message with distribution of what essentially amounts to sales & marketing materials.


Interesting side note to this story: The download link in the pre-header generated more clicks than the email creative itself. How are you using email pre-headers to increase response?


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