Email Marketing Blasts – True Competitive Advantage


Dear M & M:

How can I get more people to open and read my email marketing blasts?

– Debbie

Dear Debbie:

There are several things one can do. At the top of the list is to make your messages, short, entertaining and informative. In today’s fast paced world many marketers say your message should be 80% entertaining and 20% content.  Don’t forget the power of numbers. Words like, “4 words to get your email opened”, or  “8 incredible ways to get more people to read your content”. Another technique would be to add emphasis to your web copy by bolding important concepts. You reader will be able to scan through and pick out the most important information at a glance. Don’t highlight everything (which would have the same effect as highlighting nothing). Instead, emphasize the key points so the reader can quickly pick them out. Use bulleted lists; they look different from the rest of your text, so they provide a visual break for your reader and are easier to read. Break up your content with compelling subheads and don’t forget to leave some spaces.

Try writing some paragraphs with one sentence only.

Once you’ve used subheads, numbers, bulleted lists and other formatting to highlight the key elements, read through it again — looking only at the text you’ve called special attention to. Have you pulled out the most interesting and relevant words. Remember pictures are worth a 1000 words, have you included any visual images in your message? Remember the old saying, “If I had more time this wouldn’t have been so long.” Keep it short.



Dear M & M:

How can I maintain a true competitive advantage?

– Sue

Dear Sue:

Having an advantage means delivering more value than your competitors do, in the form of lower prices (Wal-Mart), better design (Apple), instant gratification (Google), or some other tangible benefit. If you think your company has no competition, you are wrong. There are competing or substitute products competing for your customers. With the click of a mouse online ordering from anywhere on the planet is possible. You should be able to explain in three sentences that anyone could understand – why customers need what you’re selling. If you can’t, you’re in big trouble: The reality is no one really cares about what you do. You have to make them care. This is as important as offering something worth caring about. Selling something that people want and making it available to them easier than anyone else is crucial to maintaining a competitive advantage.  Don’t forget all of these steps, knowing what they want, how they want it, when they want it, what others are doing about getting it to them and how your will let them know you are the best place to have them spend their time and money to get whatever it is. Remember it is called your value proposition or your promise of value to be delivered and a belief from the customer that value will be experienced when they buy it from you.



To ask your questions: Call the Small Business Development Center(SBDC) at Cochise College (520)-515-5478 or email or contact the Sierra Vista Economic Development Foundation(EDF) at 520-458-6948 or email


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