What sells? This is a question we’ve been asking ourselves since trade was invented. What is it that (potential) customers just can’t resist? In the current day and age that question has become more complex than ever, because the needs and wants of people have shifted significantly. Customers love it when you treat them as if they are the center of your world; each one of them separately. So what kind of a message do we communicate to these numerous and lucrative worlds? Let’s talk about it.



We’ve mentioned before that customers like our attention. Subject lines in the form of “Dear Peter” or “Hey Martha!” are a thing of the past, because as trends evolve, so do our customers, and these days, they see right through it. Try opening with a personalized “Recommended” list of items based on that particular customer’s account, or a statistical message that would attract them to spend more on the services and items you offer. Keep it straight to the point; less sweet talk, more content.

Keep it short

The longer the e-mail, the less chance you have of engaging your customer to go further. Give them instant information on what it is you’re selling this time and treat them like they’re smart. It will go a long way in earning their trust and boosting your earnings.

Mind the clock

Sending your mail during working hours (9h to 17h) is a sure way of your mail ending up in the trash bin. Sending it when your customers are at home however (say, 20h to 00h) will make sure they are rested and relaxed when you e-mail them. It’s even more effective if you send your e-mails during the weekend. The benefits are obvious and soon you’ll realize your customers are more willing to buy from you and give you respect for the simple fact that you’re treating them like human beings.


Free samples – Or in other words; give something for free

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Whether it’s a catalogue of your products or an e-book, customers love it when you treat them with something worth their while. Discounts and coupon codes work as well, just make sure it’s something relevant to your target audience. If you’re offering a free cooking e-book to comic readers, you can imagine the reaction. That’s right; zero.

Adapt to mobile

Living in a digital world, it’s understandable how a large portion of people tend to keep their phones and tablets close to heart and use them in every-day life. This is why we need to learn to adapt our mail to be read on a phone or a tablet device. Try converting your mail to a one-column template and keeping it brief while making the text bigger. A call-to-action should be obvious and clickable, although not too big or obscuring the text so that the user doesn’t click on it by accident. It’s a trial-and-error process until you get a hang of it, and the easiest way to do a flight-test is to send the mail to yourself and try it out? Is everything okay? Send it.


It might be a good idea to mail some of the customers who have been inactive during the past few months. Let them know you still care about them and want them to take a look at what you have in store these days. Again, it’s about personalizing the mail to your target-audience’s needs, and re-engagement e-mails should be tailored carefully. Who knows; they might just like what they see.


With everything said and done it’s easy to see how treating customers is like treating friends. You have to be careful about it and experiment, but it pays off big time. The fact of the matter is that they don’t know what they want, and you know what they need. They need your product. How will you communicate that message to them? Formally? Informally? Something in between? It’s up to you to decide; after all, you know your customers better than anyone. But how well do they know you? If you’re having issues crafting the best emails for your marketing campaign, you might want to consider hiring a bulk mailing service to help spread the word and your company and product attain the recognition they deserve.