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Stop Email Marketing, Start Engaging How to Make Your Email People Love Pawan Kumar | @prepawan

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

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Page 1: 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

Page 2: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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.

Page 3: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

How to entertain and engage with buyers?

Page 4: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 5: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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.

Page 6: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 7: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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.

Page 8: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 9: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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.

Page 10: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 11: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 12: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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.

Page 13: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

5. Be Conversational Tip

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

Page 14: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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.

Page 15: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

People

Content

Time

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

Page 16: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 17: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

Takeaways

➔ Be consistent with your timing

➔ Be consistent with your sending frequency

➔ Be consistent with type of content

➔ Almost every email should look similar

Page 18: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 19: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 20: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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.

Page 21: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

Relevancy(a sweet spot)

What you

want to say

What they’re looking

for

Page 22: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

8. Be StrategicTip

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

Page 23: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 24: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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.

Page 25: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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!'

Page 26: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

Page 27: Stop Email Marketing, Start Engaging: How to Make Your Email People Love

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

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