I come across so many businesses who consult with me and wonder why their digital marketing doesn't give the results that others seem to get. Invariably when I look "under the hood" I find that they are not really tapping into even the basics of the power of email marketing. Most are focused on sending newsletters "when they remember to" or "not wanting to bother people."
This soft approach many times gives subscriber a tepid experience. Low energy, not many touchpoints, and the company's marketing is shuffled to the back of the subscriber's awareness.
To provide a terrific experience, and get great results, it's a matter of starting by simply shifting how you look at the email platform and what its purpose is. Then, using that new framework to provide value and rapport to your subscribers, you open up a whole different kind of relationship. But that doesn't mean more work goes onto your plate. Just the opposite, actually.
We will do this using Automation.
Let's start simple: Why should someone join your list? What can you intrigue or attract them with that causes them to drop in their email address in exchange? This enticing offer is the key to setting the tone of value.
Moving on... when someone signs up, what happens? Here is what should happen. A welcome email confirming their subscription and providing them with whatever they were expecting that caused them to sign up or at the very least a warm welcome letting them know how glad you are they are on the list.
From there I highly recommend using an automation sequence - emails that go out over time and based on the user's activities, interests, and more. This often called a Nuture Series and they come ready to use in Constant Contact.
But you don't have to stop there... how about emails based on special dates to surprise and thrill them as well?
And we can build our user experience carefully with pathways based on triggers, so that the marketing subscribers get is ultra-relevant for them. What have they been engaging from your past marketing? Have they purchased yet? Have they had an abandoned cart in your online store? Have they visited certain pages on your website recently?
What type of things are you doing to make your email subscriber experience Terrific instead of Tepid? Would love to hear your strategies, ideas, and comments!
