Anyone else remember AOL’s “You’ve got mail!” chime?
Did it make you feel all warm and fuzzy inside?
Receiving e-mail can be a thrilling experience – whether it’s from your long lost love or favorite peeps at your fav brand.
While many of our inboxes have become filled with spam and bills, there’s still something sweet and savory about receiving a personal note from someone – or some organizations – bearing good tidings.
Chances are most of you know how to use e-mail for one-on-one correspondence, but today we’re going to help you develop a strategy for connecting with thousands of potential customers through this simple tool.
E-mail is kinda a big deal…
E-mail is a big, big deal – making it an all too frequently untapped potential channel for today’s brand.
Let’s check out some stats to see just how big a deal e-mail marketing is:
Tony Delmercado, COO of Hawke Media stated, “Having a website, in fact, might be the only aspect of marketing more critical than email.”
So what makes e-mail such a big deal?
It’s unique in that it’s often sent directly to consumers’ phones, making it more up close and personal than say, a print ad or sponsored social media post. This type of direct access means the consumers can’t simply “scroll past you” like we see happen all too often with web PPC and social media promo. Instead, consumers actually have to read the subject line, assess the sender source, and open or select to successfully delete. It’s quite the ordeal, require conscious awareness on the consumers part – even if they don’t open and read it, their brain still registers the organization that sent it, the subject, etc.
Just like a dinner guest…
So with this up close and personal access to your potential customers, comes great responsibility.
I tell my consulting clients to think of getting into someone’s’ inbox as like being invited to their home for dinner.
With great privilege comes great responsibility.
Best behavior everyone!
Tips for E-mail Marketing Etiquette:
E-mail is a privilege, not a right…
Remember – you are a GUEST in their inbox (or home).
This is a privilege – not a right – and you can be kicked out at any time.
Marketing strategist David Newman stated, “Email has an ability many channels don’t: creating valuable, personal touches – at scale.”
Takeaway: personal touch + big scale.
E-mail presents an amazing opportunity for today’s digitally savvy marketer, however, its benefits can quickly be lost on poor e-marketing manners. The very marketing tool that can build customer relations and brand awareness can also destroy it by being too annoying, overbearing, and the like.
Plan your email marketing strategy like a dinner party to optimize your inbox impact and turn one-time customers into brand evangelists.
About Hannah Becker:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.