For any eCommerce company, implementing a successful e-mail marketing campaign is essential to the success of your business and its products. But what makes a successful marketing e-mail? Toolprice.com seems to have the answer. Every week, I’m impressed with their message, their copy, and their ability to truly sell me on a product. Let’s take a look at exactly how they do this with the example below:

From The Desk of Joe Russell

Date: November 04, 2006 7:04 am

Dear Shannon,
I almost cried. My daughter was performing at a dance recital and I was supposed to be there at 7:00 pm sharp. When I tried to leave the office at around 6:30, my car would not start. The battery was dead. I think I left the dome light on. Murphys Law. I started to panic. My daughter would be heartbroken if I did not make it to the recital.

Suddenly I had an idea. One week ago we received a new item called a “Jump Box”. I had almost forgotten about it. I pulled out the jump box, and in seconds had the car started!

Have you ever had a dead battery? It is not fun. You feel helpless, frustrated, and you’re stranded. If you were in a hurry or needed to be somewhere (like me) then all is lost. What about a flat tire? Have you ever gotten a flat and wished you had an air compressor, but you were miles away from the gas station?

NOW THE PROBLEM IS SOLVED!

This new Jump Box is like no other. It packs 300 cold cranking amps so you can use it to jump start any vehicle with a dead battery. The secret? It has a sealed rechargeable battery inside. And its portable too. You simply charge the battery and you can take the Jump Box with you.

Here are the specs…”

The e-mail starts off strong with professional formatting and a personalized greeting. There’s no “Dear Sir/Madam” to cause your customer to dismiss the marketing e-mail as spam. Instead, they see something addressed specifically to them from the store’s owner and, therefore, keep reading. The e-mail then continues to draw customers in with a personal, one-on-one tone, telling a story that specifically targets the store’s demographic yet paints a broad enough picture that almost anyone can see how useful the product is. It truly feels like the e-mail has been written to an individual, not a large mass of people.

It’s only after the start the customer can see themselves buying the product that the “hard sell” enters the e-mail. Now that it’s been established in the customer’s mind exactly how much this can improve the quality of life, they are then presented with a list of the product’s specs and promotions to eliminate any lingering doubts. With the information provided, customer’s are able to break down the “do not buy” barriers. Not only that, the e-mail ends with a money-back guarantee along with a link to the product AND a link to more product details. Closing the e-mail this way demonstrates the site’s faith in their product and more ways for a customer to assure themselves of its quality. In doing this, Toolprice.com cements the customer’s trust in their business:

Here are the specs:

· Portable Jump Box

· 12 Volts DC

· Portable, Rechargeable

· 300 Cold Cranking Amps, 700 Amps Peak Power

· Includes Booster Cables with Copper Clamps

· Includes Volt and Test Meter

· Built In Light to Work At Night

· 12V Outlet for Powering 12V Accessories Like A Cell Phone Charger

· Includes Operators Manual

· Includes 120V House Charger and 12V Auto Charger

· MSRP $169.99

We have a very limited supply… only 63 available. Once they are gone, that’s it. As of September 12, 2007 at 12:32 pm the lowest online price was $123.49 from ArizonaTools.com. OK, here’s your deal…

Claim yours today for just $39! (limit 3 per customer please)
You can take them to the beach, or on fishing trips, boating, or while camping. They are great for an RV. They can power a portable TV, radio, cell phone, light, cooler, and more. Up to 50 hours of portable power right at your fingertips! These units also make the perfect holiday gift for anyone on your list!

FREE Portable 12V 260 P.S.I. Air Compressor
If you claim yours in the next 24 hours, I will include a FREE 260 PSI air compressor. This handy air compressor is portable, runs on 12 volts, and can inflate a flat tire in an emergency. A $19.95 value FREE!

FREE 6-in-1 Screwdriver
Claim 2 or more Jump Boxes and I will throw in a very handy 6-in-1 screwdriver. This unique screwdriver includes 6 changeable screwdriver tips. You get 4 phillips and 2 flat head. All built into 1 screwdriver with a cushion grip handle. The 6-in-1 screwdriver retails for $12.95, but it is yours free when you claim 2 or more Jump Boxes.

30 Day Home Trial
Use your new Jump Box for 30 days before you decide if you want to keep it. If for any reason you are unsatisfied, you may return it for a prompt and courteous refund.

Click Here Now To Claim Your Jump Box!

Click Here For More Details on the Jump Box

Thank you,

Joe Russell
Toolprice.com

The e-mail finishes as strong as it started with a sincere thank-you and an easy-to-find unsubscribe option. So take a look at the strengths I’ve outlined, and see how you can use some of these tips to get more out of your own e-mail marketing campaigns. We’d love to hear more e-mail marketing tips from you in the comments!