Using E-Mail to Achieve Objectives
Viral marketing is an integral part of a campaign
strategy that is used to achieve objectives. It is not the
objective itself. If the main objective of an e-mail campaign is
branding, in order to achieve greater branding success exposure
you craft your message or offer in a way that it encourages
pass-along.
Producing a message with a quality offer or an incentive for
pass-along is what viral marketing is all about.
Just suggesting that e-mail recipients forward your message to
their friends and relatives is not viral marketing. A message at
the bottom of your e-mail that reads “Feel free to forward this
message to a friend” is nowhere close to viral marketing at its
best.
On the other hand, if something worthy of sharing, such as a
valuable discount, vital information, additional entries into a
sweepstakes, an added discount or premium service, a
joke/cartoon, or a hilarious video, is included in the e-mail,
viral marketing happens naturally and quite successfully.
The bottom line is that your message must be perceived as having
value. Relevant or timely information, research, or studies are
all good examples of content that might be viewed as potential
pass-along material. Interactive content like a quiz or text can
inspire forwarding, especially if it is fun. Personality tests,
fitness quizzes, or compatibility questionnaires are all things
that have been passed on by many people many times. Why? Because
they are entertaining and entertainment has value.
A multimedia experience is always going to achieve some
pass-along. Someone is always touting the benefits. It is a bit
more of a time and money investment but the messages have a
great appeal and rich media has the advantage of being new. The
tech factor alone is often enough for the message to be
perceived as valuable.