My opening line at a business mixer use to be “Hi, my name is Kerry and I am in email marketing,” but not anymore. Why? Because people answer, “Oh, I already do that.” And the fact is: they don’t.
Anyone with a computer these days sending out an email thinks they are doing email marketing. Anyone with an account with Mail Chimp or Constant Contact thinks that they are already doing that. Anyone collecting emails thinks that they have a HUGE reserve of untapped resources waiting for them ‘whenever they get around to it.’ But none of these things is successful email marketing done with a strategy. These don’t even qualify in the wannabe someday category. They are like old cars sitting around collecting rust and mice crap. The way that they are, they have no value. It will take a plan and effort to get them to produce financially. Someone has to come along and give that 67 Chevy some lovin to bring it to it’s full market value.
Five years ago in internet terms is like 50 years ago in real time. Five years ago the above ideas were cutting edge, but things move real fast since the inventions of Google and Facebook. Marketing strategies are changing continuously and thankfully becoming more effective.
Email marketing will no longer bring big dividends unless it is done right. The market has been saturated with spammers so that is no longer an option. Once a month becomes lame and boring and you lost my interest with your constant onslaught of daily deals. Now as a consumer I want something more if you are going to hold my attention. If you want an open rate that is higher than the industry average of 10% you will need to give me some added value. I want to be entertained. I want to be captivated. I even want to know that you care. If i don’t know that as a client of yours then i don’t want to receive your email. I may say I want it to get your little prize or goody that you offer me by opting in, but I won’t be opening them in the comfort of my home. You will only earn the big “delete” and i am no more impressed by your fans on Facebook than I am by your continual stream of hyperlinks on Twitter.
Ladies and gentlemen in the year of 2011 what people want is relationships. That is reason social media is expanding like lightning across the summer sky. And it is by building relationships that we will endure the upcoming electronic storms of life.
Anyone can send out an add campaign, but poorly done add campaigns will destroy your relational email marketing. If they always look the same, sound the same, and feel the same, it does not take your customers long to figure out that THEY ARE ALL THE SAME!
Use creativity. Use great photos and unique shots. Be personal and friendly and show a side of yourself that is intriguing.
Use regularity. Once a month is not enough. Your relationship is not relevant if that is the extent of your contact. They will just one by one disappear.
What is your passion? What story can you tell that spotlights your benefits?
Can you add value to your email? Is there a related field that you could capitalize on? Could you offer some inside information that is valuable to your clients? Try a recipe. Try a puzzle. Try something fun.
If you can’t write, hire a writer. Use an employee with talent, or even a friend, but if you can’t get your open rate higher than 10% call a professional. At Loyal2U our first consultation is always free and our guarantee is your satisfaction.
Today I now say, “Hi, My name is Kerry George and I am in relationship marketing creating loyalty for my clients with their customers. Call me if you want to see the tangible results of using emails and social media together in an innovative way!”
