The right message to the right people at the right time
With over 12 years of email marketing under our belt, we see it’s success for our clients daily – but it’s always a bonus when third-parties trumpet the virtues of email marketing. In a recent survey, conducted by MarketingSherpa, three quarters of consumers said they’ve made purchases influenced by emails. That’s a compelling number for sure, but we also think there’s even more to be gained from using email marketing to make a lasting and meaningful impression on your audiences – particularly at this time of year where customers are often overloaded with the amount of sales pitches they are receiving through email and social media.
You can stand out without making an explicit “ask” but rather letting your audiences know you’re thinking about them and are grateful for the opportunity to be of service. Reaching out in this way puts you front of mind, strengthening the relationship and hopefully putting you at the top of the list when they need products or services such as yours. Here are some strategies to consider:
Be a good distraction.
It’s no surprise that many people are stressed during the holidays. You can use email to remove that stress by giving your audience something they can feel good about. Maybe it’s a solution to a problem, an anecdote they’ll find entertaining, or just a heartfelt message that shows you’re wishing them the best amidst all the “noise” that piggybacks on this season. While you might think it’s harder to get your audience’s attention during this time of year, the opposite can be true. Many people will actually welcome a distraction that promises to eliminate – or at least relieve – their seasonal stress. You and your brand can be wrapped into one very popular and welcomed email if your product or message can achieve that goal!
Get the right message to the right people at the right time.
While your products or services may be great for customers throughout the year, consider any unique opportunities to make them love you even more at this time of year. If you’re in the non-profit sector for instance, you can feature the benefits of tax incentives that folks will feel good about in addition to contributing to your cause. Perhaps your service provides other attractive end of year expense or tax incentives you can wrap up for customers at this time.
Call in those favours.
If you know that you’re a respected brand you’ll be happy to hear that the MarketingSherpa survey also showed that 9 in 10 people said they enjoyed getting emails from favored brands, and that 15% of these people would be open to receiving them on a daily basis. With our experience and statistics to back it up, we guide you to the ‘sweet spot’ of frequency and timing for your successful messaging.
Be the solution.
One final tip that’s especially important in the year-end rush – keep your emails brief and to the point. Be very clear about what you’re asking your audience to do, and make it easy for them to do it. Many of us already have long “to do” lists. Anything you can do to add some checkmarks will go a long way to having your audience remember you the next time they’re looking for help. Know the key words to include – and the ones to avoid!
We’d love to help you discover the benefits of professional, human-powered email marketing with eTouchServices. Contact us today and find out how we can make it easy for you.