What do all of these email newsletters have in common? Undeniable value and the permission to deliver. Psychologist Susan Weinschenk reminds us that our prospects are essentially “hard-wired” to seek out rewarding information and valuable services. As content marketers, the easier we make it for prospects to get that truly valuable cookie content, the more addicted they become (in a good way) to engaging with you in a value exchange. In a 2012 survey performed by ExactTarget, 91% of respondents said they checked their email daily, and 77% claimed that email was their preferred channel for “permission-based promotional messages.” The runner up was direct mail at a whopping..
Good old Facebook clocked-in at 4%. rates In philippines photo editor the rather blunt phrasing of online marketer Derek Halpern: If you’re not building your email list, you’re an idiot. Get started today. Study your audience before you ever hit Send. Know your targeted niche and demographic cold. Make sure you are offering some kind of value exchange for people’s shrinking amount of free time. We’ve seen how well Groupon commodified the simplicity of email coupons, at least for awhile. Can you innovate in a different way? Localize your content to connect more deeply with a smaller audience, as opposed to having shallow relationships with a “catch-all” audience.
Create email content that is succinct and easy to digest (see: Copywriting 101). When you build trust by offering valuable content, you can turn your audience’s precious attention into long-term interest that drives repeat traffic. In a nutshell: Email marketing is still the most cost-effective and profitable way of delivering true value to an audience that wants it. In the next installment of Email Marketing that Works, we’ll peer into the inner workings of an email campaign that stormed the White House, see how tracking data can be used to grow your audience, and learn why rhetoric doesn’t have to be a dirty word.You may have noticed some of your fellow business owners are getting just a little bit fed up with Facebook.