It is often said in internet marketing that “the money is on the list,” but your list is pretty useless if your emails are not getting opened, no matter how many subscribers you have in your list. According to the Radicati Group, the average person receives 90 emails per day, and only a small portion of those actually get opened. To get your emails opened, you need to send people something they want to read as well as have a subject that catches their eye so they stop by it.
So …What Do Customers Want?
Emails are not all equal even if they may appear so. Some are doomed to end up in the spam folder while other types of emails have a much better chance to be opened. Why? Mainly because of the content they offer.
The main reason that emails are flagged as spam was irrelevance, as found in a study by Technology Advice (approx 36%). In the same study, 48% said businesses could improve by offering more relevant, informative content , ans personalized offers. Highlighting that people want something that will directly benefit them, here are 5 ways where you can do this.
1. Special Offers
39% of users read emails to receive information about your latest promotions and discounts, so regularly update your customers on these. People like to know they are getting a good deal, and will always be looking forward to your emails that help them get a good bargain.
Special offers do not have to be necessarily selling a product outright; you could just announce an event you are about to have that customers are bound to get a bargain from, offer exclusive discount ad an event you may be hosting (online or offline) or you can send out coupons and discount codes.
It should be noted that it is not advisable to make such discounts the backbone of email campaigns. Your main reason for emailing is to build/strengthen relationships with your subscribers, and if you are always selling or trying to push some products in front of customers, you won’t get to form a bond with them, they will simply click that unsubscribe button!
OR …they’ll just categorize you as the “sales email” person, and your emails will go straight to the trash folder.
2. Product Update Emails
These are very necessary however should be used with care and consideration. People are not always keen on receiving these, but once in awhile, product update emails will get opened. They receive 15 %t of the preference rate in the Email Monday survey.
KEY – keep these as simple and straightforward as possible while you engage the reader and make the content informative and worth their time. Try to send one email with a general round up and update of products and not individual emails for each product. Also try to keep the frequency of these low so weekly or better monthly.
3. Relationship Building
These are emails where you are actively building a relationship with your subscribers. Try to consider what your audience needs and deliver quality content that will give them important information and value.
If there is no real value and strong takeaway by the time the audience finishes reading, then it is not worth sending.
Within these emails you can provide solutions to common problems faced by your audience, and inform them of how your product can help them solve it. You could also send emails on current industry trends that impact your audience, adding your perspective on the matter.
4. Lead Nurturing
One of the most important emails you should send (it can also the trickiest to get right). These emails target a particular audience who has a potential of becoming customers.
In these emails send them information about a specific product or service. The right way to do it is pinpointing a problem (pain point) they are currently facing that can be solved by your product. Focus on a problem, show how it is setting them back, and explain what they can achieve if they solved this problem. Only then should you introduce your product as the solution.
This is where segmenting your list becomes valuable. Divide your audience into small niches based on their similarities and interaction history. You can send the right information and product to the right people, bringing to them specific products that address their specific situations and preference.
5. Tool List
Everyone likes quick fixes and easy solutions, most people do not have the time to sift through a huge list of potential products and solutions to find the right one. Imagine if someone could filter it out for you?
With this information, you already know the average consumer will be thrilled to have a toolkit of products that meet their various needs. Create a list of tools that are relevant to your audience.
The biggest mistake you can make in internet marketing is leaving your subscribers hanging. You have to start building your relationship with your audience immediately after they subscribe, then work at nurturing it every day.
If you neglect your subscribers, they might forget why they subscribed to you. The Internet is a fast world, and people subscribe to many lists every day. Don’t ever go more than a few days without building your relationship with your customers; it’s too important.
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