Email Marketing Tips – #5
Give Them What They Want – And How To Find Out What That Is
Effective marketing boils down to this:
Find an audience, figure out what they need or want and then deliver it.
Email is one of the best mediums to help you do just that. And it isn’t always about selling them on a product. In fact, that isn’t at all where you want to start.
First you want to build a relationship with your readers.
You want them to get to know you.
You want to help them out so they start to like you and trust you.
Only then will you be able to make an offer and have them pull out their wallet and buy it.
Pay attention to your website stats.
Programs like Google Analytics can give you a lot of information of where your readers came from, what page they landed on and where they were on your site when they joined your list.
That data along with demographical information will tell you a lot about your audience.
As you start to email your customers, they will reply and get back in touch with you. Pay attention to what they’re saying and don’t forget to read between the lines. Maybe some of your customers are asking for suggestions on what to buy for a gift. Have a suggestions section on your website and direct them to that.
Dig deep and see what you can learn about your market.
Sometimes what they tell you they want isn’t the real issue. On the flip side, it can be helpful to ask them for suggestions. Keep the questions open ended if you want a lot to work with.
Or consider having your readers fill out a simple little survey.
It’s quick and easy to do with Google forms, for example.
You get some good data and you get your readers to interact. Having them contribute builds a sense of community even if via email.
Last but not least go back and look at the past emails you’ve sent.
Pay attention to open rates, click through rates and unsubscribes. If a large percentage of customers opened the email, that’s a good indication they were interested in the topic. If they clicked links to additional content, that’s even better. If on the other hand you got a lot of unsubscribes, that might be an indication that either the topic was wrong or your language and overall message didn’t click with your audience.
Use all the data and information you get back to learn more about your target audience and connect with them on a deeper level. The more you know about your subscribers, the more effective your email marketing will be.
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