Do you remember the sweet anticipation of receiving new email messages? If you are like most people today, you hardly think of your inbox fondly. It’s like the fading memory of a once-cherished rendezvous that turned into a burdensome relationship. But hey, maybe you can reawaken this first feeling of euphoria in
In this episode of the
Weekly Marketing Cast
, we discuss the top two things you need to consider when using your email for marketing. It is great to see people opening your emails and enjoying them. Here is how you can achieve more of this:
Don’t Use Email to Exclusively Market Your Product
“The biggest problem that I see,” says David Meerman Scott, “is that companies use them [emails] exclusively to try to sell things.” The messages they send would revolve around some special product offers, discounts and free shipping. Emails from B2B companies, on the other hand, are always trying to push the recipients towards engaging with sales people. While this approach is OK every now and then, it should occur only after a company has earned the attention of its email subscribers.
Earn the Attention of Email Subscribers
Every email that you send to people, David says, needs to lead with something valuable. You might want to share a link to a video, a new webinar or some type of industry report or an infographic. In this way, your recipients will be excited to open your messages because they will expect to see real value there. So, before sending your next email, ask yourself: “Why is this going to be valuable to the person I am sending it?”
Do you have a number one advice for evoking a feeling of excitement in your email subscribers?
Originally published Mar 21, 2011 8:45:00 AM, updated October 20 2016