Current events can boost response

24 January 2008

Linking your promotion to a current event can have a wondrous effect on response. For an investment newsletter, a good time is when the stock market leaps.

If you are promoting political party memberships, then the lead-up to an exciting general election or the relaunch of your party is a good time to attract new converts.

If yours is a charity, it can be when the something relevant comes up on the news.

Below is a link to a promotion sent out by the Peak Performance website. At the time of despatch, England had won two games in the opening stage of the World Cup:

Sports Performance Bulletin world cup.eml

The disadvantage of this technique is that those new customers may fade away when the excitement dies. Ensure, therefore, you capture your customers with a direct debit or continuos credit card authority payment.

There are other measures that are necessary to keep new customers on board: for example, make sure the copy you use to contact them takes their source into consideration. You will need to remind them of your initial promotion.