What’s your email marketing strategy?

So you’ve got a list of customers who want to receive email from you, and you have an idea of some of the things you’d like to send them, but you’re having trouble pinning down an overall strategy? You may find it beneficial to stop right now and decide upon your Email Value Proposition.

Email Value Proposition (EVP)

What is an EVP? Think about it as your email’s mission statement – Without a clear focus and value proposition, your email won’t hit your recipient’s “internal inbox.” People can manage only a limited number of regular email communications, so you need to give them clear reasons to open your emails every time.

Define your Email Value Proposition (EVP) much like you would a positioning statement and use it to drive your content, creative, frequency and segmentation strategies, as well as list-growth initiatives and future messaging.

You can use these fill-in-the-blank sentences to help build your EVP – just replace the items in [brackets].

First Sentence: Value of the Offering

For… [Target Customer] Who… [Statement of the Need or Opportunity] Our [Name of Email/Newsletter] contains…[Product/Services/Messaging Components] which provides… [Statement of Benefit]

(An example First Sentence: For frequent travelers who don’t have time to find cheap, easy lodging, Stay-n-Rest presents our Weekly Rest Email Newsletter. Every Sunday, subscribers will get an email with five coupons from regional hotels for various offers. This takes the guesswork out of “where should I stay?”, and empowers them to take control of their time and budget.)

Second Sentence: Positioning the Value

Unlike… [Primary Competitive Alternative] our product… [Statement of Primary Differentiator] because of our… [Proof that Benefits can be Delivered]

Email Marketing: I’m Calling Your BS

Well, Absolute isn’t calling your BS, but we found an article by somebody else who is

The basic premise here is this: “What are your excuses for not doing email marketing?”

Common reasons to slack when it comes to email marketing:

  • You don’t think you have enough data for the people on your list to send them relevant email
  • You don’t have the right content to send to your list and audience
  • You don’t have enough resources to do the work

Bottom line – just get it done. Just do it. Stop making excuses. You are only hurting yourself by not embracing email marketing.

Look at it this way:

  • If you lack lots of data regarding the people on your list, don’t worry about targeting them with specifically relevant content.
  • If you lack content, just send what content you can come up with.
  • If you lack help and time, find somebody to help you out with the process of sending emails, or find a system that helps you do it yourself more easily.

Absolute Marketing Group can help you out if you are lost when it comes to email marketing, feel free to contact us if you need some help.

Originally published on the Absolute Blog.

Why You Should Be Using Email Marketing

By Luke Petterson

Why should you be using email marketing? Email marketing has the uncanny ability to captivate your consumer audience, that’s why! The proof is in the numbers, we’ll be taking a look at the numbers here.

According to new research by Epsilon, people who receive a companies permission-based emails are more likely to do business with that company, as well as form a better opinion of that company.

It should be noted that the majority of opt-in email subscribers generally are in favor of the company when they sign up for an email subscription. But this still is a great example of email improving the relationship between the companies and the consumers.

Email marketing has the power to improve your relationship with your customers:

A full 56% of recipients of permission-based email from retail companies said they were more likely to make purchases from the sending retailers. Meanwhile, 52% said they had a more favorable opinion of the retail companies that send them email because of the communications they receive.

In addition, 48% of respondents reported feeling more loyal toward the retailers and their products as a result of receiving permission-based emails.

The subscribers are already interested in hearing what you have to say or have to pitch to them when they sign up. When you deliver upon their expectations and show them some love through your email communications, they will respond.

Moreover, consumers like it when you tailor emails to their interests:

A clear majority–87%–of respondents who receive permission-based email from retail companies said email is a great way to learn about new products, while 63% of those who receive permission-based email from retail companies said they want to receive personalized content based on their Web site activity and past purchases.

These numbers are the reason that you should be reinforcing your company with email marketing. Those that opt in to your list want you to communicate with them. All you have to do is give them what they want!

Consumers also interact with emails at a good rate:

What actions did respondents take as a result of receiving permission-based email from a retailer? About 88% reported downloading or printing coupons, while 79% clicked a link in an email to learn more about a particular service, product, or promotion.

This shows that you can depend on using emails to get your users to interact with you or your web site. Using your web site and email marketing in tandem can create an interactive experience that will draw in your customers and get them to interact with your company and your brand, all online.

Originally published on the Absolute Blog.