“Delete. Delete. Ignore. Really you can increase my love life? Delete. Next. Ignore. Ignore. Mom? Hi mom. Next. Ignore. Ignore. Really you can increase my love life? Delete. Next. Free trial on software I was just looking at? Open…”
Email. It remains the de facto standard of communication, yet people love to hate it. How then, as marketers, do we ensure that our message gets opened, read, and ultimately clicked? The answer is relevance.
Using email to mass market should be used sparingly. When you must dip into your house list, make it something relevant. Seems simple, but as marketers we’ve been conditioned with that crazy 1-3% direct mail response number. Those days have past—you’re buyer is smarter than that.
By delivering tasty content via email we can build interest and ultimately… demand. Through the use of free resources like whitepapers, webinars, or video series we can start a conversation with buyers that is rooted in trust.
“Every time I get an email from XYZ Corp, it’s something I share with colleagues or learn something from.”
Consider this response the golden trophy of the 2.0 marketer. It all begins with exceptional content, and an online presence to back it up. Meaningful, timely conversations win business—snail mail be damned!
If you think executives are going to subscribe to your newsletter or download your white paper, think again.
The battle for the inbox wages on.
Build it, and they will come.
Have you heard about facetwit linkbook, and tweetoville? Neither have we, but when they materialze, we’ll be on ’em. LOL. BRB. TTYS. :)
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