According to a recent article by Bill McCloskey, "The real secret to email marketing has nothing to do with deliverability, rendering, or any number of other technical issues we discuss to take our minds off our dwindling response rates."

The real key, he says, is the creative: "providing something unique through the email channel, something that the customer can't get any other way." He offers three examples of uniquely creative subscriber Welcome letters that drew in new members (and customers) in hordes:

Audi. You Will Have Exclusive access to Once-in-a-lifetime experiences, downloads, invitations to events, and previews. McCloskey makes note of the words "Exclusive" and "invitations to events only available to members." He says, "This is the way you start to build excitement around your email."

Harley-Davidson. You've signed up for a six-part email program that will take you through the five H-D motorcycle families, demo rides, customization, and even show you how to take care of the financing. "What a great way to keep clients glued to their inbox."

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