Who doesn’t get too many emails? We all do, at work, at home, on our BlackBerries and PDAs. There’s the elderly aunt forwarding the bad jokes, the email newsletters from the financial planner you met once at a networking event (and who ignores your unsubscribe requests because he’s never even heard of CAN SPAM), the countless work emails you get because people are careless with their use of the “Reply to All” button so all of you get emails only meaningful to one of you…this is the deluge of email you know only too well.
As an email marketer, your number one concern is to be wanted. Not just delivered, not just opened, but actually wanted, desired, anticipated.
That sounds like a tall order, right? But there’s a surefire way to make sure people look forward to your emails: content.
Content is at the key of your email marketing after all. You’re not serving up pretty graphics just for the sake of being visually pleasing. You’re delivering a message with a purpose for you, the marketer. The trick is to make sure it has value for them, the recipient.
Too often it seems email marketing neglects to take into account what the customer really wants. The email is meant to drive ROI and “the sooner the better” is the mentality.
But that means the customer’s interests are secondary to the marketer’s.
Whether you’re sending out a weekly email newsletter, or a carefully thought out drip email marketing campaign, really focus on the content. Put the customer first and give her content that’s useful, relevant, valuable, helpful, etc. … to her that is, not you.
Deliver content your customers want to get, and your emails will be anxiously awaited.
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