Creating value for prospects and customers is everybody’s key objective — you’ve got to get the right message to target buyers, in a timely manner. Smart Modern Marketers are employing all sorts of content assets to provide educational, informative resources. And while social media has changed the way people connect and engage online, email is still the core communication channel and a primary sharing tool.
But just like a Twitter or Facebook user can “block” requests and content from popping up in their feeds, it’s that easy to unsubscribe, add to spam, and vanquish communication from anyone who doesn’t warrant inbox space. And once you’re entered spamdom, it’s virtually impossible to get out.
There are tons of cool ways to create value, and smart marketers are doing so by developing and delivering assets that address prospect’s and customer’s sweet spots, offer phase-aligned information, and position their brands as trusted sources of educational insight.
Here are 3 value-based tips on how to best engage and impact your current subscribers, and extend the life of your email communication.
1. Address your aggregation strategies. The newsletter approach to delivering interesting industry or trend information to your subscribers is great, but a collection of content that isn’t carefully selected and positioned will yield a similar recipient: Completely untargeted and a dead effort for engagement and ROI.
Try implementing a blueprint for aggregated content by establishing a list of topics, concerns and data points relevant to your subscriber base. The point of subscription is an opportunity to poll those who opt-in to communicate with your brand. Provide a short list of content formats to find out what subscribers want delivered, and at which frequency. Segment your lists based on these criteria to support email optimization and drip nurturing.
2. Develop design parameters to structure the execution of your email marketing. Consistency is important in all communication. To the earlier point, email is often a difficult channel through which to cultivate an ongoing relationship, as quick deletes make for easy opt-outs. Consistent formatting and delivery helps establish expectations among your subscribers, which supports trust and relationship building.
Implement organization wide rules for email development and delivery, so creative and copy flowing from different departments is still consistent in style and format, and can easily be plugged in to your email system without excessive editing and restructuring. Need an easy start for rules? Keep it short and sweet, and stick to your point. Think about your own consumption preferences — will you read through a large portion of copy in any given marketing email? Not likely.
3. Optimize for sharing. Think beyond share buttons, which are important, but the bigger question is: What drives people to click the share button? Infographics, videos, and data points are great assets to help excite recipients and share on the social media channels, as well as forward to friends. Break up your email copy with artwork, boxed information and interactive calls-to-action, through a video or image.
Now you’ve got the tools to execute creative email content, but how do you ensure its delivery? Check out the Grande Guide to Email Deliverability & Privacy.
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