I was a fashion victim as a teenager but found it difficult to know whether the vision of cool that I believed I displayed was actually hitting the mark. On my way to the station one Saturday evening for a night in London an old boy, took one look at me and allowed disgust to register on his face. As I passed him he voiced his opinion that I was ‘pathetic’. I knew then I had just the look I was after.

Herein lies the secret of an effective hook, something to make the recipient of your direct email marketing campaign want to click on through.

It must be targeted precisely.

The hook is an offer, a prize, a bonus, something which is not available to just anyone, but is wrapped up for that specific person. So if you sell items for rugby training, such as weights and tackle suits, prize draw for tickets to an Elton John concert might well convince your customers that you don’t really know them.

So what bit of ‘haute couture’ might make your customers react just the way you want them to?
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