Understand one thing, with email marketing, every second counts. You only have a short time to Capturing your customer’s attention and keeping it is vital to email marketing success.
It takes someone a third of a second to decide whether they are going to open an email, three seconds to see if there is something of interest, and 30 seconds to respond to your ‘call to action’ message. The difference between losing and keeping a customer can come down to an understanding and appreciation of who your customers are and what they want.
The important thing to remember with email marketing is that you are creating a relationship with your customer through targeted and relevant information. It’s not about selling, it’s about educating the consumer about your product or service.
In today’s digital world, relevant communication is vital. Customers are bombarded with thousands of email messages every day, so you need to ensure that your message is the one that’s heard and that your customers trust you.
Place yourself in your customers shoes... You are an avid golfer, very into the PGA tour and have just subscribed to Golfing Monthly. You want to be caught up on the latest news from the PGA, but instead you are fed newsletter after newsletter about professional bowls (it happens) . You get fed up and either unsubscribe or report it as SPAM. Then ask yourself why you took this action? Short answer is because the content wasn’t relevant. It didnt take too long to make that decision did it?
So before you send out that next newsletter, Ask yourself: is it relevant? Is it educational? Informative? Engaging? Will my customer want to read this? It all comes back to the ‘what’s in it for me?’ value proposition. If you are not giving your customer what they want, they will leave you; it’s as simple as that.
The biggest mistake small businesses make when it comes to email marketing, is not sending targeted messages.
In order to avoid this, businesses need to do three things: segment the database, analyse the statistics and take the time to build an attractive message. Don't rush to get your message out, there will be more harm then good come out of it.
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