In a recent article on the Business 2 Community blog, a contributing writer posited that a consumer was like a gorilla and you, a business owner, have a banana you need to give to the consumer as quickly as possible. Whether or not you agree with that statement, something about it does ring true: the faster you get products and services to customers, the faster your company profits. But how do you get your products and services out there? The answer to that question is well-known: advertising. However, in today’s world the advertising sector is changing. It’s no longer solely about TV commercials, billboards or magazine prints. You need more than that if your brand and products are going to stick in a consumer’s mind. Often, that extra factor comes in the form of email marketing.
Effective marketing, no matter the form, has always centered on the consumer and how the product or service affects their life. In order to have effective marketing, a marketer must be able to show how the world is connected and how their products or services can truly make a difference. Those principles still apply to email marketing, but there are other considerations to keep in mind. Here are some effective ways to use email marketing in today’s world.
1. Stories and testimonies
Who doesn’t enjoy a great story and personal triumph or someone overpowering a great fear or accomplishing a goal? Stories connect us as people and there is power in that. Reach out to the people that use your products and services. Find someone with an amazing story and ask if he or she would like to share it with the rest of your customers. By doing this, you’re allowing others to see what you are doing to help the world.
Don’t just write an email and then hit send. Think about the consumer that will read the email and how they will respond to it. As with other online marketing campaigns, be sure to wrap up your email with a call to action. What do you want this email to accomplish? What do you want your customers to do after reading it? Make it easy for a consumer to find their way to your company’s product page or to a landing page, alleviating the need for them to navigate several screens before finding the one they want. Encourage your audience to interact with you, whether they are responding to a survey, visiting your website or talking to customer service. Email is a way to establish relationships.
3. Format for mobile
In today’s world, almost everyone is constantly on the go, which means that people often check email from a mobile device. One of the biggest mistakes a company can make when sending out an email is not to format it for mobile devices. Doing so means keeping the layout simple, using a single-column format and limiting the amount of actions it takes to resize. Keep these things in mind as you are designing, writing and sending out email.
4. Use videos
Videos are a proven method for communicating with consumers. Like stories and testimonies, videos are way to show consumers how your products and services connect people all over the world. However, you shouldn’t merely embed the video in the email. By doing this, you aren’t directing customers to your website. Instead, simply insert a photo or screenshot from the video that redirects to your landing page when the reader clicks on it. The less customers have to do in order to reach your website and view your products, the better.
Email marketing is all about effective communication. Don’t bombard your readers with a lot of email; readers will send that message to a trash folder without being opened or unsubscribe from your communiques. Instead, make focused and targeted videos that readers will enjoy. Relate to the consumer and show how your products and/or services are vital to them. Don’t just provide empty copy about a product. Show your audience how that product can improve their lives.