This faithful servant deserves to be treated like royalty instead. Here's why . . .
After over a decade in successful use there is abundant proof that email is not only the connective tissue of all data-driven marketing but also the revenue-producing juggernaut of digital efforts. Yet despite claiming the highest ROI of all direct marketing channels at 28.5%1
, the highest driver of online conversions2
and the number two spot (second only to search) in new customer acquisition3
email marketing is still
too often swept out of sight, called upon only when we need miracles worked. In over a decade of experience with the channel, I am too frequently surprised and dismayed that email is not receiving nearly the attention and investment it economically deserves.
In Part 1 of this series you learned about transparency and authenticity. Part 2 explained why creating resonance and cultivating magnetism are essential to generating emotional connections that are real and enduring.
Now in the last of this three-part series, let’s look at the final two ingredients that strengthen the emotional bond your market has with you AND each other: community and consistency.
In online marketing, making emotional connections is especially important because the digital world is immediate, urgent and can seem impersonal. It doesn’t give us the time or intimacy to know and trust people like face-to-face interactions do.
But there’s good news – the online world also offers an expanded ability to connect with others and develop communities beyond the boundaries of our physical worlds. That’s why community is one of the final essential ingredients to creating emotional connections in your online marketing.
photo credit: lukxde
One of my recent posts made the case for opt-in over opt-out marketing
. I realize that’s all well and good until it becomes time to convince people to say yes, right? So this month I want to share four insights into what psychologically motivates people to say yes
when given the opportunity to take action:
It’s universally human that we would rather be asked than tricked or forced. Free will is one of the very cornerstones of human nature. When it’s all said and done, we’d rather be given the chance to make a conscious decision than cornered into unconscious choices we end up inevitably regretting. So when it comes to asking someone to join your email or social media sphere, don't fall back on deception and coercion
. You don’t need to sneak them in under the wire. Simply invite them
and trust that they can decide for themselves what is in their own best interests.
It’s no secret that in the United States at least, we’re obsessed with size
photo credit: Berto Garcia
. Perhaps stemming from our pioneering roots we equate bigger with better, have a preference for more vs. less (even if it’s far more than we need), and value limitless expanse. Whether it is due to this mentality or other reasons, a similarly pervasive way of thinking has been the mindset in direct marketing for decades.
Yet in an age of awareness about how unfettered human expansion has negatively impacted the environment, times are changing. Sustainability and austerity are in, conspicuous consumption is out. There’s a clear quality over quantity movement underfoot and already visible in social media. I for one say it’s high time this shift made its way fully into email marketing.
Unless you were raised by wolves in the wild
photo credit: mmatins
, at some point you've learned it is polite to say "Thank You". Not only is it proper etiquette, it's just downright considerate and gracious. Yet for marketers, saying thank you is about much more than just being polite. If you're in the business of building lasting, loyal customer relationships (and if you're not, please question why you're bothering to be in business at all) it's an essential practice that pays both monetary and good will dividends. Without it, you're both at greater risk of customer flight and a sitting duck for the competition.
08 23, 2010 | Posted in Marketing Vision | 0 comments
photo credit: kenner116
2009 was a “watershed” year, packed with transformation and shifting, all happening to clear out the old in order to make way for the new. In watershed years, a lot of activity and change which has been slowly building over previous periods finally moves through all at once.
And so it goes as the pace of change continues to accelerate in the world at large – more and more gets packed into the same seemingly-finite amount of time and space. Mentalities change faster, evolution happens at a heightened rate. You know where I’m going with this – it all impacts your marketing too. Not just how you market, but what you say and do. And it’s coming to a head in 2010, likely a waterfall year. Expect to see the flow of change speed up even more!