Every month, about 1,700 clients, and associates of Tri-Lite Builders receive a short, friendly e-letter from the Chandler, Ariz., company.
It typically includes company news, a photo, a tip (about property setbacks, for instance), and a brief summary of Tri-Lite's credentials and contact info.
The e-letter is “very effective,” co-owner Linda Minde says. A “huge spike” in traffic always follows on its Web site, and she receives 30 to 40 e-mail messages of thanks or congratulations.
Tri-Lite's e-letter is a good example of what
E-mail Insider contributor Robb Wilson calls a “habit-forming” commercial e-mail message, which possess these five attributes:
The message design is consistent, regardless of who sends it. Tri-Lite's e-letter uses the same one-page design every month.
The message appears at the same time every time. Tri-Lite's letter usually mails on Tuesday nights so recipients see it first thing Wednesday. “But we're flexible, if we have something great to share,” Minde says.
The sender line is always the same. Tri-Lite's “From” line has the familiar name of Linda Minde, although her marketing company actually sends it.
The subject line includes the e-mail program's name and indicates how often it comes. Tri-Lite's subject line is always “A message from Tri-Lite Builders” and could easily be amended to note its frequency.
The content is highly relevant or personalized and becomes a familiar experience. One recipient recently told Minde that most of his e-mail goes directly into a spam folder. “But I read yours,” he said, because it's brief, informative, and relevant.