Email Marketing: Five ideas to increase your email’s perceived value
This article was partially informed by The MECLABS Guide for Optimizing Your Webpages and Better Serving Your Customers. For more information, you may download the full, free guide here.
Email messaging is a constant evolution of tiny tweaks and testing, always in search of the “perfect” formula to keep customers interested and clicking.
The ugly truth is, of course, that there is no perfect email formula. You will always need to test to see what is working — and what will continue to work for your customers.
You always need to be striving towards value. People will open your email and engage with it if they perceive that it will provide some value or service to them.
Marketers and customers shouldn’t be opposed — their issues, concerns and needs are yours as well. So it follows that when you focus on customer-centric tactics that put providing value before promoting your own product, engagement is bound to follow.
In fact, according to a MarketingSherpa online research survey conducted with 2,400 consumers, “the emails are not relevant to me” was chosen as the second most likely reason that customers would unsubscribe from a company’s email list.
This means that relevance and value is more important than ever when planning out your sends, and here are five ideas on how to do it:
Idea #1. Turn your email into a personal note, not a promotion
This is something that all marketers struggle with — we getting tunnel vision, focusing only on meeting certain goals instead of looking at the customer’s perspective and needs.
