Email Time: Day #23


Photo by Chad Peltola on Unsplash

Originally published: July 8, 2019

Only 2 emails today. Let’s do this!

EF Ultimate Break

Subject line: [Ends tomorrow] 4th of July Sale

On the whole, I’m bored by their emails. I also feel burned out because they didn’t explain to me that they were going to email me almost everyday. That’s way too much. Or at the very least, let the subscriber know what they’re getting into before they sign up. Some subscribers are okay with you emailing them everyday, if you provide them value. Does listing out random trips provide value? It might, but there doesn’t seem to be any attempt at personalization. They don’t even ask me where I would like to vacation or what kind of activities do I want to do on vacation. And despite the fact that one of the main selling points is that you travel in groups, there’s almost no mention of that in the emails. It’s not like you would have nothing to talk about. Traveling in groups can provide a sense of security, shared experience and reduce loneliness associated with solo travel. These are good benefits, so it baffles me why they don’t emphasize them.

Sometimes it feel like many of these marketers are too humble. And when I say humble what I mean is that they don’t dive deep into why this product or service would be fantastic for their prospect. They don’t seem to think their products or services are capable of changing a prospect’s life but, to be a good marketer, you have to think that.

Museum Hack

Subject line: 💖Let’s get social!

I’m not a fan of the subject line. Maybe it’s just my indifference to social media in general, but a plea to follow someone on social media doesn’t seem like a compelling email. And I also feel like that’s not what it’s about. This is an email that’s rounding up their best blog posts. And these are great blog posts so I think they should be the highlight. I would tease one of the blog posts to get them intrigued enough to read more. It’s not that I wouldn’t encourage following social media. I just don’t think it should be a subject line. In fact because this is about the blog, I would say it’s necessary to promote your social media accounts and any other content marketing you have.

Today’s article is Campaign Monitor’s “Top 5 Benefits of Email Marketing for Small Businesses”.

I want to focus on this because ultimately email marketing is only good in how it furthers an organization’s goals. In a for-profit, it’s revenue. At a non-profit, it’s donations and/or volunteers.

In the first blog post in this series, I mentioned how email gives you a large ROI and, because of that, it’s one of the most cost-effective marketing strategies you have available. Therefore, email is invaluable to small businesses.

1. Build strong customer relationships

Email is the most efficient way to keep your customers up-to-date about what’s happening with your business. One of the first things people do after they wake up is check their email. When your email is in their inbox, you become a part of their day and develop a strong relationship over time.

2. Develop your own unique brand

The chance to directly interact with your customer on a regular basis allows you to develop a strong brand in your customer’s eye. Through the design, the voice and the tone you can develop a unique brand that your customers will become familiar with and, hopefully, come to like.

3. Become an expert with expert content

Beyond just offering deals and coupons, you can email your customers about valuable content you created. Through great content, you can establish yourself as an expert in your field and your customers will trust you to be their resource. If you have other platforms (Youtube or a blog) that offer expert content, you may also want to have email-only content to convince people to sign up for your list.

And I would think you could also use email to inform them when you add new videos or new blog posts.

4. Email marketing is efficient with your time and budget

As I’ve said, email marketing is one of the most cost-effective and efficient marketing strategies you have. For little money, you can design and send out emails that help your business grow. This is deep contrast to other advertising methods (mailings, TV ads and radio ads) which have significant costs and take a significant amount of time to create as well.

5. Build credibility as a business

People will struggle to trust brands they don’t recognize and marketing is the only way to acclimate them to your company. Through talking to them directly on a regular basis, you can slowly establish trust by offering them value, establishing your brand and showing proof of your ability to deliver on your promise.

You can have a beautifully designed email and fantastic gripping copy, but if your emails aren’t connected to furthering your business goals then you have a problem. Always think “How is this going to further my organization’s goals?”

1 more week! Until tomorrow!

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