Impressions - June/July 2015 - 47
Furthermore, the proposed solutions
generate a new set of problems the race
director had not even previously considered. This formula has been used for years
in the entertainment industry. It's called a
"cliff hanger," and leaves you dangling and
waiting for the next solution.
We want to turn our email sequence
into serial emails using the same formula:
Problem > Solution > New Problem > New
Solution > Bigger Problem, etc. The pattern
is endless and only requires you to think
slightly ahead and set up the scenario.
In the case of our race director, two
days after he downloads the special report we follow up with a new email. In
it, we thank him for taking the time to
read the report and then we escalate the
new problem:
"In our special report, you learned the
new high-tech inks can provide the solution
impressionsmag.com
to annoying dye migration. But what you
don't know yet (and neither do most printers
who use these new inks) is the printed designs need to be processed differently than the
inks they're accustomed to using. The difference is in how they're cured and the special
steps the printer must perform to ensure they
aren't giving you shirts that look great the
day you hand them out, but flake off the first
time they're washed.
In my next email, I'll tell you what you
must do and how to tell if the shirts you
already have still will be around after the
next washing."
This scenario is completely hypothetical, but you could drag it out for a long
time. The next email would tell your lead
how to know whether the shirts are safe
and that they must be processed properly.
That email would end with the need for
special dryers and how only "6% of local
screen printers have equipment that can
properly handle these inks."
Serial emails can be highly engaging
and create powerful connections with
you, prospects and existing customers.
Prospects, especially, will enjoy the emails
you send to them. That's your goal. This
is how you get open rates that are greater
than 50%.
You want to be seen as a credible authority. By keeping the engagement factor
high using problem escalation, you create
anticipation with your target prospects and
reward them with relevant information.
Mark A. Coudray has been an active
member of the Academy of Screen Printing
and Digital Technology since 1989, and has
written for Impressions since 1978. For more
information or to comment on this article,
email him at coudray@coudray.com.
June/July 2015 | Impressions
47
https://www.issshowsonline.com/
http://www.impressionsmag.com
Impressions - June/July 2015
Table of Contents for the Digital Edition of Impressions - June/July 2015
Impressions - June/July 2015
Contents
First Impressions
From the Show Director
FYI
Product Gallery
ISS Conferences
Factors Driving Fashion
Technology Meets Fashion
Trendy Tots
Keep Your Biz Abuzz with Marketing
Planning an Engagement
Shop Spotlight
Embroidery Production
Screen Printing Production
Screen Printing Technique
Digital Decorating
Classifieds
Online Directory
Ad Index
Impressions - June/July 2015 - CT1
Impressions - June/July 2015 - CT2
Impressions - June/July 2015 - Impressions - June/July 2015
Impressions - June/July 2015 - Cover2
Impressions - June/July 2015 - 1
Impressions - June/July 2015 - Contents
Impressions - June/July 2015 - 3
Impressions - June/July 2015 - First Impressions
Impressions - June/July 2015 - 5
Impressions - June/July 2015 - From the Show Director
Impressions - June/July 2015 - 7
Impressions - June/July 2015 - FYI
Impressions - June/July 2015 - 9
Impressions - June/July 2015 - 10
Impressions - June/July 2015 - 11
Impressions - June/July 2015 - 12
Impressions - June/July 2015 - 13
Impressions - June/July 2015 - 14
Impressions - June/July 2015 - 15
Impressions - June/July 2015 - Product Gallery
Impressions - June/July 2015 - 17
Impressions - June/July 2015 - 18
Impressions - June/July 2015 - 19
Impressions - June/July 2015 - 19a
Impressions - June/July 2015 - 19b
Impressions - June/July 2015 - ISS Conferences
Impressions - June/July 2015 - 21
Impressions - June/July 2015 - 22
Impressions - June/July 2015 - 23
Impressions - June/July 2015 - Factors Driving Fashion
Impressions - June/July 2015 - 25
Impressions - June/July 2015 - 26
Impressions - June/July 2015 - 27
Impressions - June/July 2015 - 28
Impressions - June/July 2015 - 29
Impressions - June/July 2015 - Technology Meets Fashion
Impressions - June/July 2015 - 31
Impressions - June/July 2015 - Trendy Tots
Impressions - June/July 2015 - 33
Impressions - June/July 2015 - 34
Impressions - June/July 2015 - 35
Impressions - June/July 2015 - 36
Impressions - June/July 2015 - 37
Impressions - June/July 2015 - Keep Your Biz Abuzz with Marketing
Impressions - June/July 2015 - 39
Impressions - June/July 2015 - 40
Impressions - June/July 2015 - 41
Impressions - June/July 2015 - Planning an Engagement
Impressions - June/July 2015 - 43
Impressions - June/July 2015 - 44
Impressions - June/July 2015 - 45
Impressions - June/July 2015 - 46
Impressions - June/July 2015 - 47
Impressions - June/July 2015 - Shop Spotlight
Impressions - June/July 2015 - 49
Impressions - June/July 2015 - Embroidery Production
Impressions - June/July 2015 - 51
Impressions - June/July 2015 - 52
Impressions - June/July 2015 - 53
Impressions - June/July 2015 - Screen Printing Production
Impressions - June/July 2015 - 55
Impressions - June/July 2015 - 56
Impressions - June/July 2015 - 57
Impressions - June/July 2015 - 58
Impressions - June/July 2015 - 59
Impressions - June/July 2015 - Screen Printing Technique
Impressions - June/July 2015 - 61
Impressions - June/July 2015 - 62
Impressions - June/July 2015 - 63
Impressions - June/July 2015 - 64
Impressions - June/July 2015 - 65
Impressions - June/July 2015 - Digital Decorating
Impressions - June/July 2015 - 67
Impressions - June/July 2015 - 68
Impressions - June/July 2015 - 69
Impressions - June/July 2015 - 70
Impressions - June/July 2015 - 71
Impressions - June/July 2015 - Classifieds
Impressions - June/July 2015 - Ad Index
Impressions - June/July 2015 - 74
Impressions - June/July 2015 - Cover3
Impressions - June/July 2015 - Cover4
https://www.nxtbook.com/emerald/impressions/202404S
https://www.nxtbook.com/emerald/impressions/202404
https://www.nxtbook.com/emerald/impressions/202403
https://www.nxtbook.com/emerald/impressions/20240102
https://www.nxtbook.com/emerald/impressions/202312
https://www.nxtbook.com/emerald/impressions/20231011
https://www.nxtbook.com/emerald/impressions/20230809
https://www.nxtbook.com/emerald/impressions/2023
https://www.nxtbook.com/emerald/impressions/20230506
https://www.nxtbook.com/emerald/impressions/202304
https://www.nxtbook.com/emerald/impressions/202303
https://www.nxtbook.com/emerald/impressions/20230102
https://www.nxtbook.com/emerald/impressions/202212
https://www.nxtbook.com/emerald/impressions/20221011
https://www.nxtbook.com/emerald/impressions/20220809
https://www.nxtbook.com/emerald/impressions/20220506
https://www.nxtbook.com/emerald/impressions/202204
https://www.nxtbook.com/emerald/impressions/202203
https://www.nxtbook.com/emerald/impressions/20220102
https://www.nxtbook.com/emerald/impressions/202112
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
https://www.nxtbookmedia.com