Why are you selling this?

Many retailers who use email as a marketing channel send their customers a weekly shot of offers. I like the idea. In principle.

But their is a perception danger which seems to get overlooked, especially when those offers appear very good. "Why are you selling these, and how come they are available at such good prices"

In other words, is this just a load of unsold crap you need to offload quickly on us poor unsuspecting punters?

Now that may very well be the case, but it's not advisable to say so. Rather than giving the impression this is something you want to sell, you have to presnt your weekly offers in such a way as to craete demand, and highlight yourself as a valued supplier to that demand.

There are three basic strategies for doing this:

1. With every email, emphasise and re-emphasise your mission - to deliver great product at great prices to your favourite customers - you email ones

2. Underline that these offers are only available by email and to email recipients

3. Theme the offers - provide a reason for them to appear in this weeks email.

It should be marketing 101, but for some reason many email markeetrs ignore it, and give their audience the entirely wrong impression - every week.