As marketers, we’re so passionate about our products and services, we sometimes forget about the people on the other side of those emails. And that, my dear entrepreneur, is a violation of Email Marketing’s Cardinal Rule No. 1:
Boring, Stuffy, Tell-‘Em and Sell-‘Em Emails Do Not Work.
In fact, somewhere out there in the cloud is a virtual File 13 reserved especially for lackluster, snooze-inducing emails that double as a marketing pitch. The first step is to build a solid email marketing list. If you’re there already, read on!
Get Their Attention… And Quickly!
So, how do you get those emails opened… then converted? First, use a catchy subject line. You want your subject line to create so much interest, your email gets opened before all the other emails that landed in their inbox that day. Curiosity and teasers work well in the subject line, boring descriptions do not.
Getting the emailed opened is an important part of the job, but it’s just the beginning of the work. Remember when your mother taught you that first impressions are everything? Well, the rule holds here as well. Using a professional email marketing service is an inexpensive and highly effective way of making sure your business is well presented. If you have less than 5,000 subscribers, your cost will generally fall at $20 per month (or less), depending upon the provider you choose. Once you’ve reached the 5,000 mark, costs may rise slightly, but by then, you should also be getting enough returns on your investment to cover those costs. With email marketing service providers, you get professionally-designed templates to use, opt-in forms, scheduling options, list management options, etc. You can also enlist the opinion of a consultant to devise a tailored approach to your email strategy and help integrate it into your other marketing initiatives.
Content, Content, Content
If you’ve made it this far, with an opened email that is visually attractive, don’t foil your efforts with singsong sales techniques. Sometimes, you may sacrifice an immediate sale for a long-term customer, but a loyal customer will be with you for years because they trust you. That’s the best place for you, the business owner, to be. Building relationships – online or off – does not happen overnight. Educate them about your expertise. Let them get to know you better, and in doing so, you’ll get feedback that helps you get to know them better… thus building kind of relational trust that turns a casual observer into a lifelong customer.
Creating Value
Value today, for many consumers, is about getting great information, tips and tools to help solve a problem. Whether they simply want more information about a product, are getting started on a new hobby or lifestyle, need simple videos demonstrating how perform a specific task–no matter what the challenge, if you can fill in a gap in their lives, you are well on your way to creating value. When you’ve offered a consumer enough value – and for each person, this measure will be different – they will respond in kind by offering you something of value… their newly opened wallet. After all, successful relationships are, indeed, give and take, right?
The difference, however, between you and another marketer, will be the lifetime value of that customer. Once the relationship is built, once the trust exists, you’ll now have a much warmer market for other products and services you introduce.
Slow And Steady Wins The Race
If you take your time with your customer, instead of falling across their pathway in a fit of desperation… you’re likely to be more attractive. Watch your appearance and engage in relevant, educated, thought-provoking conversation… now they’re intrigued. Letting your customer know you not only like them, but you value them and want to have meaningful conversation with them every time you can (without overdoing it), now that’s a meaningful foundation you can surely build upon long-term.
