The first idea is to create a marketing message that isn’t very well targeted. Not because you don’t want it to be targeted, but because the targeting is impossible for someone using their web browser as an ad medium.
For example: “Did you know?” followed by text such as “that long-time professional reliever John Rocker is currently pitching in the Mexican Leagues?”
If you didn’t know that John Rocker was pitching in Mexico, then what are you doing here? You should be there! But if you did read the preceding line, it’s time to rejoice.
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The second idea is simple: take one aspect of your business and cast it in a positive light, but ensure that the aspect you’re highlighting is one that your customer base would find laughable.
The example for this is a used car dealership’s FAQ page where they say their cars are so good, even the employees buy them! It’s a great way to advertise without being too pushy. If someone has to read through your FAQ to find it, you don’t want them to find it right away.
The third idea isn’t really an idea at all; it’s the two words “subscribe” and “unsubscribe”. I think most people try too hard on their email marketing. It takes time to get into someone’s inbox. Yes, it can be done, but you don’t have time to develop a good customer list with the amount of effort most people put in.