71% of people start their day by reading email (ExactTarget 2012 research).
Maybe they make coffee first, but for many people opening the inbox is part of their morning ritual. Today as I’m tackiling the usual storm of messages, it occurred to me what a creature of habit I am…
Here’s the typical morning: get up, brush, make coffee, let the dog out, head to my office and light up the computer, go back to the living room and read a few verses of God’s Word, pour coffee, come back to the office and read email.
Within a half hour of being up — and being the sole, stirring creature in the house — I get my emails.
What an exclusive right you give to every business/marketer with whom you’ve given your email address! They have access to you FIRST THING IN THE MORNING.
Your challenge: as you’re crafting your email messages is to think of how those emails are received by the people on your list.
Email is one-on-one communication. No matter if your list size is 150 or 15,000. When your subscriber opens your email it’s just you and her.
Actually, I take that back…that’s not true. It’s you and her…and the dog, the carpool line nudging ahead, the radio progam, the lunchtime din of a busy restaurant, the conference call she’s on, the turning lane’s green arrow she’s waiting on (let’s get real and face the fact that people use their smart phones inappropriately in their cars)…or the quiet of an early morning office ritual.
Whatever is going on, though — it’s you and your email reader’s whole world at play. All the personal tangents that complete your reader’s email experience. Email is their own personal channel!
Posting updates on your wall is a public touch: all eyes on you. Twitter is also 100% public. Most social sites are about community and sharing.
But not email. At least not until your reader chooses to share…
Email is the inside track of marketing your business. If you already hold a place in your subscriber’s inbox, your challenge is to move that reader further along your funnel and stay at the front of their mind when your services are needed.
Hold your position and honor that privilege by:
- Being personal in your tone. One-to one; not one-to-many.
- Targeting your message to your reader’s preferences based on behavioral triggers.
- Sending at the times of day or week your reader is most receptive. (You don’t have to wait for interaction…you can send as frequently as you like.)
- Formatting your email so it’s easy to read and interact with. People are reading your email on their mobile devices.
- Acknowledging (at least to yourself) that you are contending with hundreds of other email messages.
- Remembering that your reader can opt out at any ol’ time. If your email becomes irrelevant or boring, it’s “Adios amigo.”
- Responding to their concerns and questions by striving to provide interesting and relevant subject matter in a personal way.
- Responding to their concerns in a practical sense, too! If enough readers are replying to your emails, you have an engaged list that may be well served by an active Facebook page. Drive conversations there. It’s nice to receive comments in the form of a reply, but you might just serve them better by building a public social community.
Different goups respond to different channels. The more channels you use (Twitter, Facebook, LinkedIn, etc.) the better reach you have online. You become that person that people see everywhere!
Your single email is just one of many. You don’t have any clue of where you are in that unique mix of personal messages your subscribers receive alongside yours. That means there’s no room for anything less than excellent — each and every time you send a message! You want to be the favorite sender. Bar none. The first “present” opened on any given day…
If email is the unique channel your subscriber creates…Your challenge is to be worthy of that “insider’s” privilege.