Find Your Email Marketing Voice

By Beth Walker

JuralMin / Pixabay

One of my favorite authors recently started a Podcast that has become a fast favorite of mine. On a recent episode, she reminded the listener that her quarterly blog link-up was coming up, and suggested that people looking for more details head to her blog and sign up for her email list. In exchange, she was giving away a free template to help inspire bloggers to join in with the quarterly link-up.

I knew exactly what this marketing process was about, but because I loved this author and was interested in joining in on the blog link-up, I went ahead and added my email address, received my free inspiration template and ended up writing a blog post which I linked to the quarterly link-up.

I expected to just unsubscribe from the email list, but the next day I received a welcome email that caught my eye. Emily P. Freeman added in a sentence at the bottom of the email asking a simple question. She asked where I was located. She went on to talk about her family and where she lived and promised that if I responded I would hear from her soon.

I decided to see what would happen if I replied, so I sent off an email with a few sentences and within an hour had a reply from Emily. Now, to be fair, I have no idea if Emily herself replied or if an assistant did so for her, but either way, the email response indicated the email I had sent had been read just as Emily promised, and the personal engagement on her end has kept me from unsubscribing.

Email Marketing continues to be a proven way to engage with customers at various stages of the buying process for businesses of all sizes. Still, if we as customers chose to be on every email list for every company, author, or restaurant we frequent our inbox quickly overflows with promotional emails. All the noise might cause a valued company to become lost in the spam.

I should add an important point here. Now that I’ve engaged with one author via a marketing email in this specific way, I’m less likely to engage with another email presented with the same suggestion to reply to an email. I’m even less likely to do so if the question is the same as Emily’s. I realize this might be frustrating. You might be thinking but “There are only so many ways to craft an email with the same end goal in mind, overlap will occur.”

How do you craft genuine emails that will keep your persona engaged and avoid becoming part of the noise in most people’s inboxes?

Always Make It Relevant

When it comes to actually reading and engaging with an email, people are most likely to open it when the title gives a clear idea of the content and it seems like something they need more information about. If I find that the same person or company has sent me emails with misleading Go to the full article.

Source:: Business 2 Community

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