If you are able to connect with your audience via email, you have a much stronger influence on them. Email lets you be highly personal by taking the conversation out of the public environment. It provides a direct line of communication. According to the Direct Marketing Association, email marketing has around a 4,300% ROI! Email is much more alive than you might have thought. As a millennial, I used to look at email as something that only older professionals would engage with and that it was quite dry and mundane. Some investigation on my part has served to refresh my perception. The accessibility, ease of use and familiarity/trust of the electronic form of communication, for a huge segment of our population/market targets, underscores emails value and viability as a connector.
Using email, you can attract new visitors by creating great shareable content that one person will forward on to another, possibly sparking an interest and driving a new visit. As HubSpot noted, people like to share content they find to be interesting, funny, insightful, or shocking, potentially solve a problem, provide new data or a needed answer. And the value of a personal reference or recommendation – a shared interest or issue from someone you know is huge, the relationship of give and take. It serves the sender for their thoughtfulness or concern and it warms the recipient’s sensibility of being considered and care for and can set in motion a spiraling chain of connections.
Before you start sending emails, you need to figure out who your audience is and what they may be looking for. The more you know and understand your audience, the better your chances are in building a striking chord and making a strong connection.
Not getting good open or click through rates? You may be boring your audience or not personalizing the content enough. First off, you should be developing your emails so that your audience or prospects eagerly anticipate their arrival. If people are anticipating your email they will already know what to look for in their inboxes when it arrives. In order to achieve this kind of reaction from your audience, your emails need to contain useful content that can be trusted by including resources for further study if they wanted to. Maybe even provide a regular reward for reading weekly email. Oregon Public Broadcasting used to do this really well in their newsletter to their Cornerstone Members (financial contributors). At the end of their newsletter they would provide a “reward” or as stated in the newsletter “Your click of Zen, a bonus for reading all the way down” which was often a fascinating video of something that many readers would most likely never find on their own but left them with an afterthought. This reward encouraged the readers to scroll down after looking at all the newsletter’s content.
As copyblogger states in their article on email marketing 101 “Good email content deepens your relationship with your audience through effective subject line writing (to catch their attention) and delivering quality, niche specific content your prospect needs and shares with others.” In my last post I explained the importance of headlines (subject lines) for landing pages. They are equally important for emails. The subject line of an email is your second opportunity to capture your prospect’s interest after the sender information. The quality of the subject line has a significant impact as to whether someone opens your email or not. You subject should be both useful and specific as well as display a sense of worth. You want to make your subject communicate there is content worth reading. Get straight to the point and show that you have something valuable to offer. You also have to be aware of the words you use in your subject line. Spam filters are prevalent and will prevent your emails from being seen when they are triggered by certain words like: As seen on, $$$, Accept Credit Cards, Lower interest rate or click below.
So do not give up on email! Email is a great tool to help you build more personal relationships with your audience. People still use it so throw out any myth that anyone has said to you that it is dead. They are wrong. Direct mail may be getting old but email is in it’s third life. POWER to email!