Tactical innovation: so-called special offers
I don't know about you, but I've received a lot of special Christmas offers in my e-mail from companies selling digital products (pdf book summaries/audio courses etc.) Most of these e-mails are identical in that they aim to take advantage of the Christmas/Holiday season to get a few more sales.
The copy runs something along the lines of "As a special Christmas offer to our valued subscribers, we are offering you a 20% discount on product ABC . . . but you must respond to this very-limited offer before December 24."
Wouldn't it be better just to give your opt-in e-mail subscribers a genuine gift? I mean, the cost of sending a book summary in pdf is virtually zero. A tactical innovation like this is unexpected; different from what everybody else is doing; and as Seth Godin has said, if it's remarkable, people will talk about it.
The copy runs something along the lines of "As a special Christmas offer to our valued subscribers, we are offering you a 20% discount on product ABC . . . but you must respond to this very-limited offer before December 24."
Wouldn't it be better just to give your opt-in e-mail subscribers a genuine gift? I mean, the cost of sending a book summary in pdf is virtually zero. A tactical innovation like this is unexpected; different from what everybody else is doing; and as Seth Godin has said, if it's remarkable, people will talk about it.
Labels: innovation
posted by Gordon Graham at 9:01 PM
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