In this episode, Chris talks about the term email “blasts” and why all marketers need to remove it from their vocabulary. Not all prospects or customers are the same and many are in different stages of their relationship with your brand or business of course. Therefore, they shouldn’t be spoken to in the same way.
There are lots of different emails that should be in your rotation. Some emails are promotional (though not every promotion makes sense for your entire audience), some are content laden (such as newsletters or ongoings of the business) and some are behavior based in nature (based on a profile, an action or inaction etc.). Within those categories, there are many different variations and messages that should be used. Think about what you would say to each person receiving the email on a one to one basis and attack accordingly.
Email marketing is such an important part of your digital footprint and one that brands have abandoned or even worse, never really invested in the right way. As things evolve and you want to start controlling your own destiny and margins, it is a must-have part of the equation. Thinking about new ways to tactically communicate with your prospects and customers is very rewarding and even enjoyable. Not a blast though – we are not using that term here!
Email remains one of the most effective ways to communicate with your clients and prospects online. Yes social media, search and digital marketing have evolved quite a bit and have afforded brands some really excellent ways to have a conversation with people online. That being said, some good old fashioned email tactics are probably the best way to bring someone closer to an actual sale.
We are always surprised by how many clients don’t email consistently. For those who do, they are almost exclusively doing promotional emails, often referred to as “blasts” which is just an awful and non-strategic term. At Sircle Media we encourage clients to take their email strategy much more seriously and to have a balance of promotional, informational-content laden emails and behavior based emails.
Promotional emails could be a sale, a special offer or a new product announcement. Those are fairly self explanatory and of course there are tons of different things you could do to improve performance. That is another post altogether.
Informational-content laden posts allow you to share information and content with users outside of the product or service you wish to sell them. It is mission critical to have a conversation beyond the sale, if you want to build a brand and an emotional connection and attachment to your brand or business.
Behavior based emails are probably the least commonly employed, but potentially the most powerful in your arsenal. If you aren’t using them, you should rethink your game plan ASAP. We put together this video to explain them a bit further: