I’m on quite a few newsletter lists. Like most people, I tend to sign up for them and then lose at least some interest in the company. If a newsletter comes in that happens to offer something I am looking for right now, I will probably click on it. Otherwise, I’ll skim the email and delete, which is most of the time.
So this one from American Science & Surplus really caught my eye this morning. (Highlighting added; click to enlarge photo.)
Did I click on that link? You bet I did! I mean, who doesn’t want 25,000 bonus frequent flyer miles if AS&S ever buys a surplus airline? 
If I were running this campaign, I would add anyone who clicked to the preferred customer list and just let them all believe that they were in the first 250. I’d have a special landing page that the link goes to, with my very best product deals on sale. Customers have to click on the email link to get the deal — anyone else pays regular price.
Now I have no immediate need for a boxed set of Cosmos DVDs or a robot hamster wheel, two of the items on the sale landing page. But clicking the link got me to their site, where I might find something else I didn’t know I wanted until I saw it on sale, and reminded me again that browsing AS&S is just plain fun. And who doesn’t need a chuckle now and then?
What a great marketing tool!
How can you use information like this in your next customer newsletter?
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