I have a lot of emails in my inbox. 824, to be exact. Yes, I’m that person. And I’m going to tell you why.
Email marketing is one of the best digital marketing campaigns – helping brands reach massive targeted audiences. But with the huge amounts of emails being sent every day, many recipients are reluctant to open, much less click.
Here’s the issue (and the silver-lining): emails are personal. They go to a specific person, so it stands to reason that its message should resonate with the addressed user. More often than not, though, it doesn’t. Brands generate subscribers through irrelevant contests, incessantly distribute discount codes, send promotions to inactive subscribers, the list goes on and on.
Today’s consumers don’t want to feel hustled; they want to feel important. If a brand’s email campaign hits the wrong note, the “you’re marketing to me!” red flags go up, followed by a swift delete. With a little more focus and intention, brands have a real opportunity to tell their story in a way that hero’s the customer, presents their problem, and offers a clear solution.
Here’s how BLVR shifts the eCRM focus on what really matters:
1. Generate a great email database.
It’s not enough to have thousands of subscribers; they need to actually want to hear from you. If only 2% of your subscribers actually click through, then Houston we have a problem. We see it all the time – brands with dated email databases, spam email subscribers from giveaways. “Why isn’t anyone clicking my email blast?” “How do I engage these subscribers I got during Y2K?” (Kidding, sort of.) The answer’s simple: you can’t. More likely than not, these users don’t remember why they signed up for your email communications in the first place or just flat-out don’t care about your product offering. They just wanted that free iPad you were touting last week.
Your email database is your lifeline; it should be comprised of all the people who’ve actively chosen to be part of your campaign through your website, social media, and/or unique product or service offering. Like HuffPost says, you earn your subscribers’ trust through promotion and the presentation of goods and services they just can’t get anywhere else.
2. Get real with email subscribers.
Customers are rewriting the rules on how brands engage with them; we are marketing to an opt-in culture. For email marketing that sticks, it’s all about storytelling. Email campaigns need to build an emotional connection between the customer and the brand – visually and contextually. At BLVR, we always strive to implement a problem-solution narrative that target audiences can easily identify with. Take Vessel, for example.