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Marketing: Stand out in the inbox

Marketing: Stand out in the inbox Q. How can I effectively deploy an email marketing campaign that outshines the rest?

A. Email marketing campaigns are key to your business, but if you're not strategic, yours could become just another message in an inbox. Send out an email that intrigues your customers, one that grabs their attention and gives them no other choice but to open it and, ultimately, take advantage of the offer you're presenting. 

a 'subject' that sells

What do you look at? If you're like a majority of people, you read the “from” and “subject” lines. Creating an effective subject line and choosing a “from” address that's recognizable to your audience is absolutely key to an email marketing campaign.

When you can, use individual emails from your sales team to create a more recognizable “from” line. When it comes to the subject line, avoid generic language and, in a few words, tell your customers why they need to read more.

Not too much, not too little

Emailing too frequently can create a “the boy who cried wolf” scenario where customers might stop believing that your email is really worth their time. On the other hand, not emailing enough can create a communication gap between you and your customers. A good rule of thumb is to reach out once a month. This is just enough to keep you at the forefront of their minds, without annoying them out the door.

Create content that sells

It all comes down to the content of your email and what benefits you're providing to your customer. What opportunity are you providing your customers that other medical equipment stores aren't? It's your job to tell them. If you don't, they'll lose interest.

Dennis Olsen is DME program/sales manager at ARI. Reach him at 888-581-9830 or


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