With the buzz of social media all around us, email marketing can feel rather old school. We have options, multiple ways to connect with our audience. We can:
And there’s no telling what’s coming next. But no matter how large social media becomes, you’ll always need a home online (your website) and a consistent way to connect with people who follow you home. And that’s where email comes in.
“The primary intent” of email marketing “is to establish loyalty, trust and brand awareness,” says Brian Gardner, founder of StudioPress.
“Unfortunately, email marketing seems to have a bad reputation,”
Gardner adds in his article, What is Email Marketing and Why You Should Be Doing It. That reputation comes from poor tactics and a misplaced perception of what subscribers will tolerate.
If you respect your audience, however, put yourself in their shoes and share the information they want to hear, then email marketing becomes an effective way to build a relationship. Below are five types of emails that your customers want from you and look forward to receiving.
1) New products and services.
Even if they don’t buy every time you promote your new goods, they want to be in the loop. Share the information. You never know which piece of contact gets them back in the store or on your website.
2) Training on how to use your product.
Consider your own shopping habits. You buy services and products all the time. And for the more advanced items you could use a little help: your clients probably could too.
Whether you’re a camera store with a class on lighting or a law firm with a class on estate planning, share it with your email list. If you’re doing something that can improve your clients’ life, then they want to hear about it.
3) Sales, discounts and holiday specials.
The shopper craves a deal. So be sure to share these bonuses with your loyal subscribers. Never have a sale or any other kind of opportunity and leave current clients out of the loop.
4) Major changes to the company.
This includes name changes, discontinued services and relocation. If you want your clients to show up to the right place, you have to let them know. If you no longer offer a service, use email to give them a heads up.
5) Major industry changes.
If you can teach or break down something that others in your industry have failed to explain well, then your people want to hear from you — especially if you serve other business owners.
Your clients may not want to hear from you five times a day every day of the week. But they do want relevant information and a relationship that improves some aspect of their life or business.
Take the position of service by always remaining customer-minded. While developing your email campaign answer the following questions:
1.What do my people want to know?
2.What is the most effective way to provide this information?
If you get ready to send out a message and you don’t know why it would matter to your audience, then it doesn’t need to go out.