I’m just going to say it….most targeted email marketing campaigns are not done well. Low conversion rates, spam/blackist issues, unsubscribes….always happening. A big part of email marketing, and digital marketing in general, is creating relationships – your friends always want to read your emails….assuming we aren’t spamming them with messages too! So lets keep it simple and act as if we are informing a friend about a topic they are interested in. That’s an easy approach that ive found most people “get”.
First, and lets get this out of the way, sending messages as attachments is BAD for relationships. Our friends don’t like it and there is a good chance they wont get it at all. Plus its not trackable and email hosts dont like it.
Now, about creating those GOOD relationships:
1. I find my friends get a lot of email and therefore have short attention spans. Assuming that allows us to create a trust that the message we send is going to be simple and worth the read. Make sure you are focused on one message/offer.
2. Friends like us to get to the point. So to make sure I’m not playing games with my friends i make it very clear what i am asking them for. Make sure the call to action is clear – CONTACT US! or FREEBIE HERE! or WHATEVER…just tell them what you want them to do, it works.
3. I’ve just established a trusting relationship, but my friends dont always respond because they are busy. We know they read my message though. NURTURE your email campaign! Follow up on offers reminding them how great an opportunity it is….but don’t forget the same principles apply. We dont want to send a brand new offer just after we sent the first offer. Its too much to take in, our friends will tune us out or they will just wait, why act now when the next offer is right around the corner.
Lastly, we may have a lot of friends on our list, but everyone is different. Let’s work on making sure we are getting the right message to the right person. Segmentation, and true database marketing, is very underutilized and may be the most powerful tool you have in your arsenal….and we all have it (especially Focus-3 clients!!!). I look forward to talking more about that next time!