One of the first things I learned as a direct marketer was to include compelling testimonials in my advertising. Effectively implemented, testimonials both confirm company claims and address key satisfaction issues. These aren’t nearly as believable when the advertiser states them. Testimonials are consistently used in DRTV, direct mail, and print advertising for a reason. Why not email?
While cleaning out my spam the other day, I noticed virtually none of the messages contained testimonials. I even looked at email my company produced. Sure enough, none contained testimonials. We’re missing a golden opportunity to enhance response rates simply by letting satisfied customers help tell our stories.
Frankly, I can’t think of a valid reason not to test testimonials in email. Results may be well worth the effort. Some suggestions for adding testimonials to email advertising campaigns:
Your final, believable testimonial will have a picture, short quote, the person’s full name, hometown, and state. If it’s a business testimonial, add the person’s profession. In the case of a homemaker, state that as the profession.
OK, so how do you get these great testimonials? Chances are you already have some or can get some fairly easily:
If you decide to include testimonials in your email, let me know how they work. I’d like to share your experiences with readers. Keep reading...
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.
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Paul Soltoff is the chief executive officer of SendTec, Inc., a direct marketing services company specializing in customer acquisition. SendTec combines extensive direct response experience with proprietary technologies to produce scalable results. Principal services include performance-based online marketing, offline direct response marketing and direct response television. SendTec represents advertising agencies and advertisers such as RealNetworks, AARP, Monster.com, AAA, Punch Software, MyPoints, Grey Worldwide, CosmetÍque Cosmetics, Columbia House, and Euro-Pro. Prior to starting SendTec, Paul was a founder and EVP of Saatchi and Saatchi's DRTV division in New York and has over 25 years of advertising, media and direct marketing experience.
December 12, 2013
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