To do email marketing well, you have to think of it as a relationship-building activity. But the relationship you have with your subscriber is like any other relationship. It takes time and nurturing to grow.
At first, your prospect is unsure, and often too busy to take time to consider making time for you. There may even be doubts about your compatibility and commonality. You haven’t met and he or she has to evaluate you based on limited information. This is the time to help your subscriber get to know you better. Send emailers that tell him or her more about your company and what you do that’s different from other companies that are similar. Help him or her understand what you bring to the table. Be careful not to be too eager. Respect your potential prospect’s time and be appreciative that he or she is willing to receive your emails.
Don’t treat every date the same.
Remember that not everyone on your email list is the same. No matter what email interface you use (Mailchimp, Constant Contact, My Emma, Hubspot), it’s easy to create specific, targeted emailers for different client groups. Try to be as personal and targeted to their needs as possible. Keep him or her engaged with good conversation and content. Don’t waste someone’s time with repeated or dull content. Invest in the relationship. Take the time to think about what his or her needs are and focus your content on those needs.
Give gifts.
Think more about giving than receiving. Offering something of value — an information packed newsletter, handy tips, an ebook, a discount, inspiration — is the first step in offering trust. You care enough about the potential relationship to give without expecting anything in return.
Allow for two-way communication.
What happens when you spend a date doing all the talking? Nothing good, right? It’s the same here. Allow for the person to respond back to you. Ask for input, comments, email replies, interaction. It’s okay to push your content, but do everything you can to encourage return conversation. Give your subscriber a voice. Ask for reviews, polls, survey feedback. And listen to what they reply back to you. Even if it’s not all positive, it’s a chance to interact and create a real connection.
Be respectful.
Don’t smother your subscriber with too many emails. You aren’t exclusive yet. They may still be dating other people. And that’s okay. It can be hard to know the right frequency, but err on the side of leaving him or her wanting more, instead of being over-eager. Try not to be threatened by the thought that they’re not ready for commitment. Take it slow and give it time.
If you deliver the right message, to the right person, at the right time, you might just have a match made in heaven. And a customer for life.
— Chris Quinn, principal and brand strategist
Photo credit: PeterJBellis/Flickr/Creative Commons
