With the rise of new marketing and sales methods like social media and SEO, a lot of people are starting to give up on email marketing. Email numbers are declining and many think it’s over. However, email is not over. Those people are just doing it wrong.
This is good news for you because this means less competition and more room in people’s inboxes just for you. Even if you believe that email marketing is losing it’s edge, it doesn’t matter because people are spending a lot of time in their inboxes.
It’s a safe bet to say that email is here to stay, so from the paraphrased words of James E. Watson, “if you can’t beat ‘em, join ‘em.”
Use the Right Tools for Automation
Take Advantage of the Tasks that Technology can Simplify
There’s a lot of email marketing software out there that can make it easy to craft promotional, newsletter-style emails. While these tools are nice and can help simplify the process, sometimes these emails seem a little bit too impersonal and can get automatically filtered to Gmail’s promotions tab. Do you ever even click on your promotions tab and read those emails? I know I don’t.
I like GMass, because you can send out personalized emails to hundreds of people using mail merge, and it shows up right in their inbox. It’s nice when you receive a promotional email that you subscribed to that is friendly, personal, and not pushing to close a sale. Aweber is a good tool for doing personal, relationship building emails as well.
Marketing today is all about building relationships for the long term, not trying to sell a customer in the short term. I’m not saying you should never try to make a sale, but just keep this idea in mind.
Shock Them, Then Leave Them Hanging
Be Remembered for Your Compelling Copy and Make Them Thirst for More
Your emails should be a short introduction leading to something else. That something else can be a landing page, free download, article, blog post, or purchase page. The point is that the email should be a teaser to something else and not an end in itself. Think of it like the free samples you get at the grocery store.
Once you got that structure down, start focusing on the actual writing. Think about what it is that your audience wants, and craft your message to hammer hard on those desires. This does not mean repeat yourself and say “50% off all smartphones” 85 times in the email. People are smart enough to know that if it seems too good to be true, then it usually is. They’ll start asking themselves “what’s the catch?” because it sounds too “salesy”.
Instead, ask yourself why your audience wants what you offer, then paint the picture with a story. Know who your audience is first, then connect with them by relating to them. For example, if you’re selling a SaaS product to help small businesses grow, talk about your understanding of the life of an entrepreneur struggling to make ends meet. Tell them a story about how you discovered and developed the product that you’re offering as a free trial, and tell them exactly how it helped you. Switch the focus from selling to giving, connecting, and supporting. You’ll be surprised how much people will start to fall in love with your emails.
Another good tip to keep your audience begging for more is to send weekly instead of daily emails. It shows them that you care about quality over quantity and value their time. I’m sure you hate having an overcrowded inbox, so don’t be the reason why other people’s inboxes are overcrowded. Even if I subscribed to someone’s email list, the majority of the time I unsubscribe if they send me daily emails simply because I can’t keep up.
What’s in it for Them?
They Subscribed to Your Emails for a Reason
People have a billion emails to go through in their inbox, so why should they take the time to open and read your email when they know it’s just another promotional email trying to get them to buy something from you?
The answer… VALUE. With all of the emails I get, I know which particular emails I’m going to read immediately and which I “save for later” (let’s be honest, no one ever really goes back to read old emails later). I read the ones from people that give me free stuff, offer advice, or simply entertain me. Don’t think that you always have to have a coupon, deal, or free ebook for them. While those are nice, sometimes all it takes is relating to your audience personally, offering advice from your own experience, or being witty with your writing.
I subscribed to and read emails from The Hustle every day simply because I love their funny headlines and interesting stories.
Email is Personal, if You Make it That Way
Offering value, connecting with a story, and automating with email marketing tools are the best ways to get ahead in the email marketing world and stand out in people’s inboxes.
Still don’t think email is a good marketing strategy? Check out these stats.
Drew Klebine: Content Marketer, Tech Writer, Philosopher, Musician
Drew Klebine is a Content Marketer, Tech Writer, Philosopher, and Musician from Pittsburgh, PA. His writings focus on modern marketing practices, software reviews, upcoming technologies, brand and product promotion, health, self-actualization, religion, and existential philosophy.