“Our unsubscribes are spiking….our campaigns are struggling. A few stragglers show up to our webinars and then ghost us.”
I was chatting with the owners of a financial services business, and they were troubled.
They saw their email database as an engine of future growth, but it was spluttering. Grinding into first gear.
Yet, the conversation went straight to the tactical:
- What can we do – should we gamify – have quizzes, surveys, vox pop titbits?
- How about….?
- What do you think of…?
- I had a LinkedIn connection request that asked me if I liked cats! – that was different, should we do that?
All valid and yet ephemeral ideas that might just move the needle...
But it ignored the most important part of an email – who is it from?
Do your customers look forward to your emails?
Are they curious about:
- a story you might share
- a new way of looking at the everyday
- a funny thing that happened…
- startling or insightful news?
Do your emails standOut in an inbox filled with self-centred business speak and non-news…
… or are they filed for away to be “looked at later” – or just deleted?
Because that ‘from’ connection is your brand come alive.
People do business with people, and your emails are personal.
And that’s just the first step in driving your email marketing success.
If you’d like to discuss your business messaging do get in touch. We’d be happy to chat.
You might also like to read Is your message cutting through the noise in their heads?