13 Tricks to Make Your Email Campaigns Delete-Proof

Your customers' email addresses are a precious commodity – a golden ticket that gives you a free pass straight to their inbox, where (at least in most cases) you have far less competition for their attention than in their Facebook or Twitter feeds. If they’ve entrusted you with this level of access, it’s important to make sure that you're always a welcome presence and that they not only open your messages but even look forward to receiving them. At all costs, you must avoid abusing this privilege with emails that come so frequently or offer so little value that your recipients unsubscribe. Once you’ve been banned from their inbox, you'll probably never get a second chance to earn your way back in. By using the tactics outlined below, you can create powerful email marketing campaigns that are not only spared from the dreaded delete key but that also further advance the trust your customers have in your brand and, ultimately, drive them to buy from you time after time.

1. Make it worth their while.

The most important ingredient of a must-read email is the subject line. Keep it short and choose your words wisely. The recipient’s decision to open or delete hinges on your ability to make the case that your message is worth their time and attention. The best, most enticing subject lines convey to the recipient that the information that follows is urgent, unique or extremely useful – like in the example from Epicurious above, which featured the subject line "Packed Lunches, Made With Love." After all, what parent who faces the tedious task of packing school lunches every day wouldn’t be drawn in to read more?

2. Inspire and inform.

In today’s age of information overload, a brief but indispensable tip or inspirational message – whether it arrives on a daily, weekly or monthly basis – can be a refreshing change of pace for your customers.

3. Sell them a solution.

Don’t talk to your customers about your products or services. Talk to them about their needs and problems and give them a road map to solutions.

4. Make the ordinary extraordinary.

Emails with no other purpose than seeking “likes” for your Facebook page or follows for your Twitter stream are a dime a dozen and almost assuredly destined for the trash. However, if you can illustrate the valuable content and community connections that your customers are missing if they’re not part of the conversation, they’ll be much more likely not only to take notice but to take action as well.

5. Don’t underestimate the power of a good deal.

Everyone loves a deal, which is why discounts and free shipping offers are sure-fire attention-grabbers. Get more mileage out of your campaign by encouraging your customers to share their special offer with their friends via email or Facebook.

6. Demonstrate incredible value.

Discounts aren’t the only way to reel in bargain-lovers. Another equally effective approach is to provide creative, budget-friendly ideas and strategies that will let them satisfy their wants and desires without breaking the bank.

7. Turn them on to trends.

People like to be in the know about what’s new and what’s coming next. Give your customers the inside dish on the latest trends while highlighting the must-have items of the moment.

8. Show them what they’re missing.

No one likes to think they’re missing out on something that will save them money, make their life easier, solve a problem or even make them the envy of their friends and neighbors. Showcase your most popular products and feature reviews or testimonials from customers who love them. Nothing tips the scales toward a sale like the rave review of another customer who simply can’t live without whatever it is you’re selling.

9. Give the gift of ideas.

From Valentine's Day to Mother's Day to graduations and Christmas, your customers have at least as many gift-giving occasions as there are months of the year. For those times when they're in search of that perfect present, a well-timed email with creative ideas at a variety of price points is a welcome source of inspiration.

10. Gain a lot with a giveaway.

There’s nothing like the allure of a giveaway to motivate your customers not only to read  your email but to take the action you desire, whether it’s reviewing a product, “liking” your brand on Facebook or providing a referral to a friend.

11. Campaign for a cause.

Tying your email marketing campaign to a charitable cause is a win for everyone. Not only will your promotion be more attention-worthy but your customers will get a feel-good boost for choosing to spend their hard-earned dollars in a way that benefits the greater good.

12. Get the party started.

Building your campaign around events or classes offers your customers the opportunity to meet others who share similar interests and learn something new. Enhance your invitation with an exclusive discount for event attendees, and you’ll deliver an even more powerful motivational punch.

13. Invite them in.

Sometimes a simple email can open the door to a much deeper level of engagement. Remind your customers that your experts are available to them one-on-one and that together, you can identify the products and services that are the best fit for their specific needs and goals.

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How to Fail in Business Without Really Trying

Business: A Loser’s Manual

In a tough economy, there are any number of ways that you can ruin your reputation and sink your company. But why settle for only one? If you’re ready to fast-track your path to obsolescence, here’s a step-by-step guide to ensuring that your business goes down in a truly spectacular blaze of glory.

1. Ignore your customers.

Customers? Who needs ‘em! They’re loud, they’re demanding and they’re constantly contradicting themselves.

Rather than molding your business and its offerings to suit them, charge forth with your plans and your strategies like a bull in a china shop. After all, it’s your company, and nobody knows better than you what your customers should want, need and be forced to accept.

Besides, customers are a dime a dozen. If the current crop doesn’t appreciate you like they should, just tell them to take a hike. Won’t they be sorry when they realize what they’re missing?

2. Resist change at all costs.

Let’s face it: change sucks.

It’s uncomfortable, difficult and just downright annoying. It’s like someone dragging you out of your favorite recliner and forcing you to go for a run. I mean, sure, running would improve your health, but why bother, when you were perfectly content to stay glued to your chair. Stagnation is bliss, right?

It’s the same in business. No one likes branching out from what has been proven to work to try new ideas. Innovation requires risk. There’s safety in the status quo.

What’s that famous line about “If you don’t like change, you’re going to like irrelevance a lot less”? Bah. That guy was only Chief of Staff of the United States Army. What does he know about change or the risks that come with it?

3. Chase shiny objects.

Ooh ooh – have you heard? There’s a great new social media network that just launched that’s kinda like Facebook plus Pinterest with a little bit of MySpace thrown in the mix, but it’s only for people who are left-handed. You have to sign up RIGHT NOW! If you don’t everyone else will be there, and your competitors will steal all your customers.

And did you hear about that new app that will do that one specific thing that you never thought you needed until you found out about it? It’s like an answer to a question that doesn’t even need to be asked! It’s amazing!

No need to worry about running your company. It’s practically on auto-pilot. Playing with gadgets and dabbling in social media are way more fun!

4. Refuse to innovate.

You could pursue a new vision or chart a course to lead your company to something bigger and better, but why bother? Surely everything that’s always worked in the past will continue to work in the future. That’s why Circuit City is still going strong after all these years, right? Guys?

5. Don’t listen. To anyone. Ever.

The whole reason to start your own company is so that no one can tell you what to do.

Warning signs? Ignore them! Words of wisdom from more experienced colleagues and peers? They’re not the boss of you!

Just do your thing. Run your company however you want, and don’t pay attention to the handwriting on the wall or the advice of those who’ve been there before. They’re just trying to bum you out and bring you down with their “knowledge” and “insight.”

Back to reality.

On a more serious note, this is clearly a satirical look at why some companies go under while others sail through adversity relatively unscathed.

And while these scenarios are humorous when painted in such extremes, in reality, the underlying tendencies and traits they represent are all too human. At times, we can all be susceptible to such faulty ways of thinking. We all have our moments of arrogance or capriciousness or stubbornness or fear of change. They key is to recognize these dangerous impulses so we can actively combat them and maintain a steady course toward growth and greater success.

Remember: no one is immune, so be alert. Keep an close watch on your own thought processes and focus on creating a culture within your company that fosters self-analysis, creativity and courage.

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