Email Marketing News and Tips

It is clearly no longer sufficient to send out generic emails offering the same product or service to your entire customer list. Standing out means understanding your customers. Standing out means helping your customers with your expertise and knowledge so that they can do their jobs better with you as their partner.

To stand out, each message you send to your customers must be useful and relevant. Your messages, whether email, fax, or print, need to say "I know who you are and what you do and here is how my products or services can help you".

You accomplish this by using what you know about your customers and integrating it into every communication. For example, say your business is selling automotive accessories. You’ll want to start by making sure that any promotion you send to me (your customer) takes into account what make and model of car I own. It makes no sense sending me offers for Ford parts; I own a Toyota.

Next, you’ll want to make sure you don’t send me offers for items I have already purchased. How many fuzzy dice do I really need?

Third, send me promotions for products you know I will need. You know I bought those light-up spinning rims last year and I probably need new bulbs right about now.

I see better results from our customers who integrate what they know
into the messages they send. It takes more work, time, and energy. But the results are worth it.

Your customers are more likely to open your messages if they know they carry useful information. They are more likely to buy when you have edited and focused the content you are sending to them. When you act like their partner your customers are more likely to listen to you rather than quickly hit the delete key when you show up in their inbox.

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