So in a terrifying moment of weakness I found myself saying:
“It would be nice to get 3000 Twitter followers by the end of the year”
Oh dear.
Why 3000? Why by the end of the year? Why focus on THAT metric? Why, Mark, why?
I’m only human. The seductive appeal of using a random number of followers, likes, +1’s or subscribers as your measure of success is a tricky one to resist.
But the mistake led me to ask whether I’ve learned anything over the past 13+ years of online and email marketing.
Cue a brief period of panic…followed by a longer period of reflection.
Here’s what popped out: six approaches and principles that have stood the test of time.
1. Understand the true meaning of value
Well, it didn’t take me long to come up with the principle of “delivering value” as an email must.
You have to give to get: give value and it comes back in return…as opens, clicks, conversions, loyalty, word of mouth etc.
But there are three traps we commonly fall into.
Avoid one-way value
It’s important to ask how different email approaches, content and offers might address business needs.
But the result depends on the recipients reacting the right way.
And their reaction depends on how these different email approaches, content and offers contribute to their needs.
So the real question to ask is how email can help our subscribers, and in doing so help us.
Don’t over-estimate value
We’re all (probably) passionate about our products and services. Readers usually aren’t quite so excited.
Our enthusiasm can blind us to the true value of what we offer through email, leading to unrealistic expectations of response and sending email to people who maybe shouldn’t be getting it.
Don’t misunderstand value
So what is “value” anyway?
Yep, for a lot of people it’s discounts, coupons, savings, free shipping, or a bonus lollipop if you register by Friday.
But it’s also helpful information, feeling appreciated, feeling understood, a story, entertainment, humor, a sense of community or just a simple reminder that the sender is still open for business…
I’m not a psychologist, but the potential value you might deliver via an email message covers a lot more than “20% off your next purchase”.
email-marketing-reports.com
So in a terrifying moment of weakness I found myself saying:
“It would be nice to get 3000 Twitter followers by the end of the year”
Oh dear.
Why 3000? Why by the end of the year? Why focus on THAT metric? Why, Mark, why?
I’m only human. The seductive appeal of using a random number of followers, likes, +1’s or subscribers as your measure of success is a tricky one to resist.
But the mistake led me to ask whether I’ve learned anything over the past 13+ years of online and email marketing.
Cue a brief period of panic…followed by a longer period of reflection.
Here’s what popped out: six approaches and principles that have stood the test of time.
1. Understand the true meaning of value
Well, it didn’t take me long to come up with the principle of “delivering value” as an email must.
You have to give to get: give value and it comes back in return…as opens, clicks, conversions, loyalty, word of mouth etc.
But there are three traps we commonly fall into.
Avoid one-way value
It’s important to ask how different email approaches, content and offers might address business needs.
But the result depends on the recipients reacting the right way.
And their reaction depends on how these different email approaches, content and offers contribute to their needs.
So the real question to ask is how email can help our subscribers, and in doing so help us.
Don’t over-estimate value
We’re all (probably) passionate about our products and services. Readers usually aren’t quite so excited.
Our enthusiasm can blind us to the true value of what we offer through email, leading to unrealistic expectations of response and sending email to people who maybe shouldn’t be getting it.
Don’t misunderstand value
So what is “value” anyway?
Yep, for a lot of people it’s discounts, coupons, savings, free shipping, or a bonus lollipop if you register by Friday.
But it’s also helpful information, feeling appreciated, feeling understood, a story, entertainment, humor, a sense of community or just a simple reminder that the sender is still open for business…
I’m not a psychologist, but the potential value you might deliver via an email message covers a lot more than “20% off your next purchase”. Leer más “Six approaches for future-proof email marketing”
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