Email marketing is different things to different people.
For some, it’s an e-list with a thousand email addresses to spam with irrelevant information. But for the few who have done their homework, it might be just twenty or thirty targeted prospects who are most likely to buy your product.
Which category do you fall under?
A few days ago, Tamara Gielen of ‘Be Relevant’ – a blog about email marketing best practices – wrote a pretty impressive piece explaining why people do not open email marketing messages.
Her research shows that the top 5 reasons for not opening email marketing messages are:
- they’re too frequent
- the recipient is not interested in your product or service
- the recipient considers your message to be spam
- your product or service is irrelevant
- the recipient doesn’t remember signing up for your messages
This is vital information for your email marketing strategy. It clearly points out where your strategy might need improvement.
Everyday, we’re bombarded with a common message that says: get more fans, more followers, more subscribers etc. No wonder we’ve become disinterested in genuine vendor-client relationships and every prospect is reduced to a monetary value. But it doesn’t have to be that way!
Here’s how to incorporate relationship marketing into your email marketing strategy:
- Commit to building a genuine relationship with ten subscribers or followers: Get to know them, get to like them and to interact with them. Get to the point where you can share something about your personal life too! Watch what happens! It won’t be long before your new ‘friends’ become your business partners, clients, sponsors etc.
- If you already have a large email list, try to segment your prospective or current customers by behavior. Employ some research methods to discover their needs, and their core values.
- Finally create content that will specifically meet those needs and core values.
There! Easy as pie! But seriously, getting to know people is time consuming and there are no guarantees that they will contribute to your financial bottom line. But more likely than not, they will! Research shows that people prefer to do business with those they know, like and trust.
If you take these steps to incorporate relationship into your email marketing strategy, you will become more relevant and valuable to your customers. And they will buy your products!