Stop Email Marketing, Start Engaging: How to Make Your Email People Love

Stop Email Marketing, Start Engaging

How to Make Your Email People Love

Pawan Kumar | @prepawan

We live in the “Age of Customers”In last few year, People have changed the way they live, work, consume information, shop & make purchasing decisions has transformed as well.They want engaging, and entertaining communications.

How to entertain and engage with buyers?

1.Be Entertaining Tip“Every good email should be entertaining”

TakeawaysStart building your emails in a way that your audience will read it with interest.

➔ UnexpectedHighlight what’s new, unusual, or surprising.

➔ EntertainGive people a reason to open your email.

➔ Educate Try to find new & innovative ways to educate subscribers.

2. Be StorytellerTip“Tell the audience about the problem through a story, ideally a person.”

TakeawaysStorytelling is the best way to build trust with your audience.

➔ Case studyShare case study or success stories of your customers.

➔ Stories sellShow how you help the person in the story reach his/her goals.

➔ Facts are boringStories works much better than using facts and figures.

3. Be HumanTip“Build a natural & trusted relationship with your customers..”

TakeawaysMarket to people as we want to be marketed to.

➔ HumanThere is human on the other end who will be reading your message.

➔ Solve ProblemsHumans buy from humans. Your primary goal should be solve their problems.

➔ HumorUse little humor to communicate in more human way.

4. Be PersonalTip“Remember that a person’s name is to that person the sweetest & most important sound in any language.”

“94% of businesses say personalization is critical to their current & future success, and for a good reason.”

Make your every email personal!

Personalization is much more than addressing your subscribers by their name.

Use customer data to personalize your email.

Personalize subject line and the context.

5. Be Conversational Tip

“Interact and create a real connection with your audience.”

TakeawaysTry to make a conversation with subscribers.

➔ Give them a voiceGive them a reason to respond back, ask for reviews, feedback, surveys.

➔ Make customer ‘Hero’It’s must for you to do customer focused marketing.

➔ Don’t InterruptPeople don’t want to be your sales target. Sales pitches irritate them.

People

Content

Time

“Offer the right content to the right people at the right time.”

6. Be ConsistentTip“Consistency is the key to build strong relationship.”

Takeaways

➔ Be consistent with your timing

➔ Be consistent with your sending frequency

➔ Be consistent with type of content

➔ Almost every email should look similar

7. Be RelevantTip“Respect subscriber’s preferences & start relevant conversation.”

“Relevant emails drive 18x more revenue than broadcast emails.”

TakeawaysTailor your content for the audience’s interest.

➔ Understand SubscribersThink about what his/her needs are & focus your content on those needs.

➔ Deliver RelevancyDeliver series of relevant, helpful and targeted email.

➔ Be ClearMake it easy for customers to identify mail that comes from you.

Relevancy(a sweet spot)

What you

want to say

What they’re looking

for

8. Be StrategicTip

“Experiment with different elements of email to see what makes them happy.”

“Top performers spend more than 3x times the amount of time per month on email strategy than average performers.”

Define your company’s buyer journey and build your email strategy around it.

If you want to win customers, you must be obsessed with them.

Understand their needs and entertain each & every customer personally.

What experts are saying“Email = totally worth dating, engaging, marrying and having babies with.” Avinash Kaushik, Digital Marketing Evangelist

“Reaching the inbox is not your goal— engaging people is.”Matt Blumberg, Return Path

“Effective engagement is inspired by the empathy that develops simply by being human.”Brian Solis, Author of 'Engage!'

Quick Recap:8 tips to be more engaging

email marketer 1. Be Entertaining2. Be Storyteller3. Be Human4. Be Personal5. Be Conversational6. Be Consistent7. Be Relevant8. Be Strategic

Hi, I’m Pawan KumarHubspot Certified Inbound Marketer @ Sarv.comSay Hi on Twitter @prepawan

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