How to create marketing that people love
Let’s face it, spam is annoying and as a business owner we may be creating that spam ourselves. Of course we believe that our marketing is not spam but that may not be how our potential customers feel about it. So that’s what this article is all about and today being Valentine’s Day, I thought it was quite appropriate to speak about this today.
This first post is about email marketing spam. I’ll be looking at other areas of spam in further posts.
Let’s first define what spam is
This is what Wikipedia has to say about it …
“Spam is the use of electronic messaging systems to send unsolicited bulk messages, especially advertising, indiscriminately. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media.”
If we don’t want spam why do we keep receiving it? Well spam is easy, buying or renting a list from a list supplier is very simple and quick to do. You can import the list into your email program and then you’re ready to go. Spam is also cheap, direct mail, phone and ad campaigns promise a huge reach for what seems like very little expense. And finally, spam doesn’t require knowledge about your customer, and that’s the biggest problem.
Combine all that with the fact that consumers spend lots of money every year to keep spam out of their inboxes. Plus, email marketing accounts for 70% of spam complaints.
What spammers do
- Over 80% of marketers send the same content to all email contacts. Regardless of whether those recipients want what you send them, it’s the fact that the person at the end of the message is not considered. Spammers just don’t care, they don’t ‘love’ the receivers of their message.
- Spammers send the same email all the time. If you send everyone the same message all the time, then people are less likely to respond to it. It will just get binned.
- Generic emails, you know the ones that say dear valued customer or sir/madam. Spammers don’t care about people’s personal details like names, which are very important to the receiver.
What loveable marketers to
- The best way to ensure your emails are relevant and useful to your recipients is to segment your list. Segmentation will ensure that your email recipients only receive emails that are relevant to their particular needs and interests.
Heres how to make your email list work for your business:
- Make a list and check it twice – as your list grows your contacts will include more and more people so ensure that you segment them into appropriate lists so that the right content gets to the right people. You can segment by interests, past purchases, buying frequency and engagement with your brand.
- Find effective ways to nurture – consider where people are in their buying process, this is what I call ‘lead nurturing’. If someone hasn’t interacted with your for some time, sending them aggressive sales messages will just make them want to jump ship.
- Let buyer behaviour impact your emails – monitor how many people click through on your emails, your bounce rates and the rates of your older subscribers to more recent contacts. Then use this information to design a new email campaign and provide better information.
- Only send emails to your audience when you know that the content you’re sending will give them value or enhance their lives. Plus, be respectful of their time and not give long winded emails that they won’t read.
- If someone has given you information about themselves then use it to address their immediate needs and their personal need to be recognised. Even just using their first name will make a huge difference.
So these are just a few tips to make sure you make love not war with your email marketing campaigns. Of course there is spam in other areas of the web but I’ll leave that for another article.