Email: Turning Emails Into Customers
Daunted by the idea of developing quality content for your e-newsletter? Don’t be. There are many inexpensive ways to do it. Here are some ideas:
- Survey your newsletter readers on an issue of interest and then write an article reporting on the responses, with tips for addressing the issue. This has the additional benefit of providing readers with the opportunity to interact with your newsletter and keeps the content focused on their needs.
- Write brief synopses of third-party articles of interest, including your own thoughts, then link to the full text. Readers will see that you are engaged with their interests and keeping up with current news. This is also a benefit-oriented way to showcase your expertise.
- Interview industry or internal-to-your-company experts on key topics. Email interviews, where the questions are asked and answered via email, are especially easy to turn into newsletter articles.
The revenue generated by an e-newsletter with quality editorial content and appropriate marketing calls to action will more than cover the cost of creating it.
Service messages are another overlooked opportunity to build relationships and sales. A common service message is your welcome email, triggered when people sign up for your email program. The key here is to use it to start turning new subscribers into fans (and, now or later, customers) of your brand. While the primary message here should be service-oriented, it’s legal under CAN-SPAM to include a secondary message that is marketing-oriented.
When you welcome members to your email list, give them something that helps them right now. Make it something that provides value, but also showcases your company’s expertise. Then give them a way to take advantage of your company’s prowess in this area by clicking through to make a purchase.
Execution makes all the difference between success and failure here. A recent client thought the company’s welcome message was hitting all these notes (the client told me so when it hired me), but it wasn’t driving any sales.