Hark To The Email Marketing Response To A Need!
Honest, warm and friendly! The most successful marketing strategies are always a response to a need. From simply being amusing or supplying a nugget of pure info gold to announcing a killer giveaway deal, the intention is to encourage trust, gain brand credibility and site authority as a key vital source of relevant content sharing. The same principle applies to all company messages, including everyday email marketing.
The art of email messaging is the ability to instantly satisfy several needs at the first meeting of eyeballs! The big problem for the thousands of eCommerce brands online who are not global or even national household names is gaining any kind of attention span with their intended recipients by not resorting to tactics that will send an email straight to spam, delete or blacklist! Insight into a few of the issue site owners can have was mentioned in this blog post of mine from 2011.
The same hard lessons of social media engagement apply! Know thy audience! Gain their trust by ensuring that your brand, your content, message, product or service is of real interest and value – and is likely to put a smile on the recipient’s face! The more you know exactly about a recipient’s interests, preferences, habits and behaviours at every step of the engagement process, the more focused you will be when fine tuning your email marketing campaigns.
Being seen in a good light and a welcoming source of great content is more likely to gain a mail opt-in and even a click onto one or two of the key links to your social accounts you should have included – as well as your website – being quickly checked out. In today’s search and social world, you must show that you have done your social homework first, and the recipient can immediately see you are not going to waste their valuable time! Your email has to be seen as containing real interest and value – and is not just a thinly disguised sales message.
It’s always important to carefully segment recipients by their level of engagement, differentiating fresh prospects from first time subscribers and degrees of responsiveness from regular readers, including the lapsed and inactive – all have to be addressed in a personalised manner. Lose their sense of unique and individual needs and you will lose their interest, engagement and subscription!
New subscribers need to receive that specific warm and friendly welcome before they are likely to opt-in to your regular email newsletter list. Being responsive to individual need means constantly providing prospects with tailored reasons to keep subscribed, to follow you on the social networks and visit your site. It’s not necessarily always about purchasing! Forget the ‘push’ and focus more on the ‘pull’ to encourage the receiving, opening and reading of your messages.
Your aim is to establish a ‘lifecycle’ approach to building a long term relationship based on showing you both know you are speaking to the right person with the right content at the right moment – and always a response to a need!