Email marketing is alive and well.
Just when I think I've seen everything, someone comes out wth a case study that shows a new way email marketing achieves unbelievable results.
By directing readers to an unusual channel to achieve desired results, or by heightening awareness about a particualr issue or product, email marketing is the go-to marketing tool for getting the job done.
What do you want to accomplish? There's a good chance you can swiftly achieve it through email. When you put your mind to using email effectively, email is the one marketing channel that can achieve ridiculuous results.
Why does email achieve this, when other marketing channels can't? Because your list, if it has been authentically obtained with a genuine opt-in; is open to your voice. Your readers already 'know you."
With email, you don't even have to "sell them" because they already identify with your business, your brand, your "vibe."
I can't stress how amazingly important this is for getting to the next step. And let me just say this, too: there is PLENTY to go around! You are not stepping on anyone's feet. If someone is signed up to your list, then you and ONLY you can give them what they need and want. You must know this to be true and believe it. It's the key to successful email marketing.
Here are two stories that really got me excited this week. I want to share them with you because I'll admit, even though I am steeped in email marketing, I sometimes forget how personal and direct it is. I get locked into thinking along the lines of my own range of services, or my customers' professional trades. If you spend too much time looking at how your industry already does things it's easy to blank out when it comes to possbitlies. Your business suffers when you never raise your head and look around you (in different places) for inspiration.
Furthermore, there are times we forget what our own services can truly accomplish. We are simply too close to our own products and services to see the magic!
These two case studies got my ideas for email possibilities zooming this week:
Recently an ad agency for a Westchester, NY martial arts school helped them get to the top spot of a local voter's poll for the best local martial arts school in the area. Knowing they had a great list (engaged, opted-in, responsive) the agency encouraged the school to create a campaign to get their students and parents to vote for their excellence in a local contest.
They believed in their product, sheduled a targeted campaign to their friends, former students and currently enrolled families… and won by a landslide. That's what email marketing can do for your business, too.
Wouldn't you love to be known as the best ___ in your area? People would be lining up to call you after polling results were published in your local rag. In fact, people's choice awards are wonderful for swelling interest in your business.
The best thing about this story is that there is nothing tricky about obtaining these results. The results were authentically collated from enthusiastic customers. These are the very same people on your email list. and because of their good experiences, they want others to know about your services.
The parents and students felt part of something special when their school actually won because of their votes. The local acclaim strengthens the school and rewards its customers with the feeling that they made the right choice in martial arts training. This is powerful results-oriented community at work for the owner and his customers.
You can really boost your business with local contests like these. You see them all the time in my local papers. Why not leverage your marketing by throwing your business in the ring, and using your email marketing to generate excitement?
A referral program through email might be another idea to carry this theme forward.
The next story is really clever. It may not be something that most of us can pull off, but the creativity behind it will get your wheels turning if you're thinking along creative lines for marketing tactics.
This ad agency did a series of campaigns for a popular website for Spanish readers. Whenever a user of Univision forgot their password, they were directed to a "forgot password?" page. (You are familiar with these, I'm sure). On the password reminder page was a message along the lines of "how frustrating it is to forget a password." The subscriber was asked to think about how much MORE frustrating it is to have alzheimers; people with alzheimers live this forgetfulness every day of their lives. Then they placed a link to an alzheiners's awareness page from the "forgot password? page. And what do you think the click through was?
Get this: it drew 400 times more visitors than usual due to this creative reminder/link! Awesome.
Imagine some of the applications for your email campaigns. Go ahead; be creative.
I'm going to go out on a limb here and tell you what I really think. I believe that you are in business to do amazing things. Honor God by extending your message and marketing your business boldy! (Yep, I said it.) Email is just one channel. But it has the potential to be the most effective connecting channel for your business.
You don't have to be like everyone else. You can do email YOUR WAY.
Think of one application you are stretching to accomplish; one group you want to reach; one message you want to share… it could be as simple as getting your basic benefits across to your readers!…And then let me know what we can do to get those campaigns off the ground.