Many businesses continue to use this medium as a self-promotion platform, instead of taking the time to create content that people actually want to read. Used only as a sales tool, email marketing is not going to bring you the results you desire: people are not going to be reading your messages and you’ll see your list of contacts dwindling as they unsubscribe.
So how do you make email marketing work for your business? Think about each contact as a friend and treat them like one.
Image: Homegrown Hospitality Blog
Every business that has a list of email subscribers knows how hard it was to capture these contacts in the first place. You need to ask yourself, what’s their worth to you? What can you bring to the friendship? How can you make their life better?
Below are just 4 ways you can add value into your email marketing efforts and develop meaningful connections with your subscribers. (Note: you don’t have to incorporate all four into every email).
1. Does my email offer a solution?
It’s not difficult to include some problem solving tips into the next email you send. Think about some pain points your contacts may be experiencing, go through your social media comments or conduct a survey and then aim to add value by providing solutions. If you don’t have the answer, do some research or get an expert to do a guest post.
2. Does my email offer true value?
Treat your subscribers like gold. They have opted-in to hear from you so offer them true value by way of exclusive offers and discounts only available to them. The key here is to save them money.
3. Does my email inform?
Share your knowledge; you can never be too generous with your insights. The more you pass on, the more you’ll be viewed as an expert in your field and the next time your subscribers are in the market for the products or services you sell, you can bet they’ll be knocking on your door.
4. Does my email entertain or inspire?
You can go two ways here – either be creative with your messages and craft something that people are likely to share or incorporate a video/post/image you’ve seen that you think your contacts will enjoy.
Remember, be a good friend.
It’s all about creating content that connects and adds value.
More sharing, less selling.
Once you start to incorporate this mindset into your messaging, you’re sure to see an increase in subscribers and sales.
Think about the email messages you’ve been sending lately. Are you providing value to your subscribers?