1-888-353-5012I still get a rush of excitement every time I open my mailbox. There’s something about the simple ritual of checking for new mail that feels a bit like a surprise waiting to be discovered. And today, as I walked up to the mailbox and pulled back the latch, I felt that flicker of anticipation. What would be inside this time? Maybe something would stand out from the usual stack of bills and advertisements. I pulled the door open and sifted through the contents—and here’s what I found:
- A postcard from a local realtor about house sales in my area (Keep in mind, I’m not moving).
- An invitation-sized envelope that said, “You are Invited!” in fancy script font.
- A copy of my phone bill (yes, I still receive a paper copy.)
- A regular, boring looking white envelope with a return address but no business name.
What did I do next? Well, my heart slightly skipped a beat, and I ripped open the invitation of course. Tearing through the envelope was a bit like unwrapping a small, unexpected gift. I wondered what exciting opportunity or surprise awaited me inside.
In his iconic book, Outrageous Advertising That’s Outrageously Successful, Bill Glazer shares an interesting observation about how people sort through their mail. And whether you feel the same way I do about a trip to the mailbox you can surely relate Bill’s observations to the good ‘ole Email Inbox. According to Glazer, there are three piles of inbound mail:
These are the boring, cookie-cutter pieces that fail to grab your attention. The message is not relevant or intriguing to the recipient. Sure, you may have requested the info or purchased something from the business, but it goes straight into the recycling bin without a second thought. It holds no interest or action.
The gold standard. These are the pieces that spark curiosity, excitement, or intrigue. They stand out so much that the recipient can’t resist opening them right away. It might be a compelling offer for something you value or a message you want to pursue further. It might be an invitation, a personal letter or a message from a friend.
These pieces are relevant, but they don’t demand immediate action. They’re set aside to get dealt with later… hopefully. This is where you’ll find lackluster, generic marketing messages, communications like subscription or membership renewals, your phone bill, the bank statement, product updates, etc.
If you are reading this newsletter, I have news for you. YOU are a Marketer. And marketing your small business is not just as simple as sending your customers a message occasionally and giving them bonuses. Marketing a small business in this economy is a battle. A battle for attention. A battle against your competitors. A battle to get your marketing into the Immediate Open pile. Because if you don’t do that, chances are your message will never get READ. Let alone OPENED. And it will surely never get ACTED on. Thankfully, you are a very smart Marketer who has Royalty Rewards® on your side. WE do the legwork of getting you in Pile #2. We aren’t just a software company, or a technology business, though we certainly use that to our advantage. We are marketing experts, and we are constantly working hard to ensure YOUR business, and YOUR messages stay top of mind for your customers.
2025 is well underway. If you haven’t started looking forward and planning your 2025 Marketing Calendar, it’s not too late to pick up the phone and call your Coach. They are ready and waiting to help you create a diverse marketing plan for every month of the year to combat slow periods, competitors, and even the economy. All the resources Royalty Rewards® has to offer are available to you, including:
Ready To Go Email Campaigns
Bounce Back Campaigns
Direct Mail Campaigns
Social Media Posts
Scratch & Win Giveaways
In-Store Signage
And rest assured, we will be working to ensure ALL your marketing communications end up in the IMMEDIATE OPEN Pile, whether it’s the inbox or the mailbox. How exactly do we do that? You can leave the heavy lifting up to us, but here are just a few of the most important things hard at work in every single marketing communication we send on your behalf:
A Strong Headline / Subject Line: This appears at the top of your piece. It attracts attention, invokes curiosity and compels the audience to read more. It’s a fire alarm on paper.
A Compelling Story: We must tell a STORY that encourages your customers to keep reading! This may also lend to how the marketing piece LOOKS. Does it use their personal name? Does it intrigue them to open and read?
An Offer: Your offer creates a powerful reason to respond or act. It should be so irresistible that the audience says, “Why WOULDN’T I do this?”
Urgency & A Clear Call To Action: We must motivate your customers to act and tell them exactly what to do and when! This creates a sense of urgency, of limited supply or spots, and/or of exclusivity.
SUBJECT LINES
That Actually Get Your Email OPEN, READ, and Acted On
Your Email Subject Line should NOT be an afterthought. Check out these examples of BAD and GOOD Subject Lines and when you’re ready to send your next customer email, reach out to your Royalty Rewards® Coach for help crafting a subject line with the BEST chance of getting your email OPEN, READ, and ACTED ON.
RE: Get Ready For Father’s Day
RE: March special offers are ready
RE: Happy St. Patrick’s Day
RE: Visit Us On Mother’s Day
VS. ‘Tis the Season for Dad Jokes
VS. We’re celebrating and YOU are invited
VS. Scratch this to WIN
VS. Use code word “Mom” to get a Free Mini Rose for your Mom