We all get emails from organizations, companies, and businesses, however we don’t always open these emails. Without a hook, there is no reason for us to open up these emails. First impressions are imperative – after the first and maybe a few emails following, if there is no hook the email marketing is both a waste of time for the organization and the person receiving the email.
The Extreme Entrepreneurship Tour (EET) newsletter hooks the audience from the very first email. Upon subscription to the email, a free copy of the $30 Event Marketing Best Practice Report is sent out. This particular report may or may not appeal to a person, but offering something for free draws an audience. To be quite frank, this hook worked for me.
Additionally, they separate their audience by student, host, sponsor, and other. This prevents one group receiving email that is completely unrelated to them. Sending emails that people cannot relate to or do not care for is spam, which is the last thing successful email marketing should be.
Last, this may be a bit odd to notice, but EET emails have the unsubscribe option colored and bolded at the bottom of their emails. Although I will not unsubscribe, seeing this so clearly, to me, shows confidence that their emails are useful. Furthermore, from a customer satisfaction standpoint, at least when someone is trying to unsubscribe, they will not get frustrated trying to find the unsubscribe button. Personally, I link that frustration to the company when I have that issue.