Although email marketing isn’t as shiny and new as social media and mobile, it’s not going anywhere. Email has nearly three times as many user accounts as Facebook and Twitter combined, at 2.9 billion. In fact, constant social buzz has only increased the power of email. Brand chatter is now ubiquitous, making the email inbox a prized personal space that’s more intimate than a social post. When used effectively, email marketing has the power to convert. This month, we’re focusing the blog on making email marketing work in the current landscape.
Emails have the ability to transcend boundaries and get into a customer’s personal space – their inbox. Unlike social media posts, emails don’t disappear. They wait for the recipient’s attention. The trick is getting them opened and including the right message. Simply put, emails should feel intimate without trying too hard.
Email is more give and take than you think. Create a value exchange with your customers: if they’ll open your email, you’ll continuously provide helpful content they won’t find anywhere else. Once they understand you’re trustworthy and not wasting their time, prospects will look forward to your guidance whenever you provide it.
Because email is a more business-centric medium than Facebook or Twitter, where a lot of people simply want to chat with their friends, companies have an opportunity to present serious content with selling power. People expect to be sold to through email, so readers are in a buying frame of mind. As you present your product to leads, you can simultaneously train them on your company values. They’ll grow more committed to your company and eventually, purchase your product.
B2B professionals take email seriously. While social is a good place to share content, deeper conversations between professionals typically happen in the inbox. Capitalize on this and use your emails to start conversations that matter.
Don’t be afraid to personalize your emails with first names and other data you’ve collected. Without going overboard, use the customer’s name 2-3 times, and customize the subject line according to location or company. Most importantly, find ways to deliver according to a customer’s unique timing, need and knowledge. People will appreciate the connection and feel valued by your company.
Image via (cc) Chad Swaney
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