This month I thought I'd share a webinar I recently presented for BrightTALK: 4 Content Marketing Approaches Every Email Program Can Profit From.
Unless you overhear a conversation about porn spam, the words “email” and “sexy” don’t get used in the same sentence very often. Email, the loyal silent workhorse of social media, steadfast driver of e-commerce, overshadowed stepsister of search, is more often likened to Martha Stewart – reliable, conservative and past her prime – than Angelina Jolie – slinky, seductive, and unpredictable – although both have built sizable empires of wealth and influence.
That is, until now. Oh yeah, we’re finally bringing sexy back to email marketing.
photo credit: aechempati
One of my email seminar students recently asked: “I feel like the only emails my company ever sends are sales messages: like we’re always asking people to buy, buy, buy. Should we supplement these with other types of email and if so, what?
Don’t feel bad, lack of variety in email marketing is a common dilemma for many marketers. Businesses newer to email or with fewer resources tend to gravitate first and only to promotional messaging, but there is plenty more you can and should communicate to your list.
Here are just a few of the many greetings and message types you should include in your email program:
Creative Commons License photo credit: Torley
You might read that title and wonder what in the world emotional connections have to do with online marketing or any
marketing for that matter. Isn’t marketing simply about telling people what you have to offer and letting them know how to buy or work with you?
Certainly it’s that, but much more. Whether you realize it or not, most decisions in life are fueled at least in part by emotion, and that goes for buying decisions large and small.
Our brains are equipped with both reasoning and emotional centers, and both factor into decision making.
More often than not, people buy from emotion and justify with reason, so it’s important to know how to emotionally connect with them.
In online marketing, making emotional connections is especially important because the digital world can be fast, furious, and impersonal
. There is a built-in immediacy in digital communication channels that often undermines or bypasses the opportunity to slow down the sale and deepen the consideration process that older, offline channels delivered. Plus, there’s a huge lack of trust (and fraud) in the digital world so allowing people to get to know you online goes a long way toward creating the confidence consumers and business people alike need before they're willing to buy.
So, is it easy to create emotional connections online? The good news is “YES!” thanks largely to social media and content publishing platforms that are faster, simpler and more accessible than ever before.
So, how do you do it?
photo credit: thelittleone417
I preach a lot about getting email out of the silo it’s often relegated to within companies or marketing departments, and these days I think most marketers realize how important good email integration with other marketing (especially digital) channels and sales systems is to success. But once you’ve created a regular email communications program, or developed your smart auto-responders, are you remembering to strategically use email to strengthen and encourage relationships with your list members in other channels?