Oh, email. So old and tired. Right?
So many data platforms… so little time. New technologies are in place to identify behaviors, buyer journeys, levels of engagement, and interest. But, to actually connect with a human being, more often than not, you need a valid email address.
It's like the good ol’ standard Snickers Bar in your Halloween bag of treats.
5 Basic Email Truths
When I was getting Storybrand certified, I was surprised to note the prominent role email has in the framework. Once the hard task of simplifying messaging is done, you can’t just show up at the front door and sing your way to engagement or purchase. You need to reach an individual, and compel them through words. After all, people respond best to relevance, to messages that carry meaning and solution.
“People respond best to relevance.”
Famous for saying “you can’t play golf with everyone,” email becomes a low-cost, measurable way to state your case, make a difference, and go home. If you Google “how to create great email,” you’ll get a lot of answers. But there are a few basic truths--most of which we’ve learned from our friends at DMD in the healthcare space.
- Get a list of valid, opted-in email addresses. How you get this is best done by having someone actually give it to you. That’s another story (content development, meaningful content to share, free advice, simple problem-solving solutions, etc.), but for starters, don’t spam people you hope will buy from you. It’s damaging to your reputation and not good for your soul.
- Don’t sell in your email. Connect with messaging that means something to the recipient, preferably something about them, not you.
- Pay sharp attention to your subject line (see #2). And don’t forget preview copy. And I don’t mean, “If you can’t read this email….”
- Don’t be shy. With the best open rates sitting around 25 to 30 percent, you can resend emails that have not been opened. No one will even know, and they’ll be pleased to see something they missed if your messaging is right.
- Respect the opt out. If your message is well-distributed on social, they’ll see it again, even if they’ve decided not to hear from you in their inbox. An irritated prospect will never be your customer.
I’m an active unsubscriber. A business may as well know how I feel about getting their email so they don’t waste time chasing me down to try to sell me something I don’t want.