What are you going to do with your customers email addresses? You have all these people you want to stay in touch with, via email, but which content strategy do you implement?
How do you stay relevant, stay in touch, and SELL via email?
Your gut tells you that being too “salesy” might backfire! Your gut is right in that respect.
Constantly pushing product or services down the throat of your email list will lead to dissatisfaction and they will ultimately opt-out (unless of course you are a deal-a-day site, in which case that is the plan from the start)
Over the next few blog posts I will be running through some of the content strategies you can use to build trust with your email base. Then over time you can start monetizing them with your marketing efforts.
A proven content strategy which is actually really simple to implement into your email marketing is storytelling.
In actual fact, sharing stories is what makes us human. Ever since the days we harnessed fire (about 600,000 years ago) we’ve been sitting around enjoying each others company and sharing stories. The only thing that has changed is how we share those stories.
Just have a look at your social media feeds if you don’t believe me. Your last Intagram post is a visual story, isn’t it? A special moment, captured by a photo that you want to share with your family and friends.
So why should you weave great storytelling into your email marketing? It helps you connect at a human level. It’s as simple as that.
Have you ever met a stranger at a braai and by the time you left that evening you had such a good time sharing stories, over a good meal and a few drinks, that you decided to exchange numbers?
All that’s happened is that you’ve had a strong human connection. You can have the same connection with a stranger via email if you tell a great story.
Here are a 6 tips to remember when weaving your story into your email marketing:
1. Be relatable
Make sure your story is relatable. Finding a common thread is the whole idea. Understanding your audience is key to finding a common thread. Filing an income tax return this month is something everyone can relate to. Spending Christmas in a 5 star Aspen ski resort isn’t something everyone can relate to.
You get the idea, right?
2. Write in plain English
Write the way you speak. Avoid “big words” that you think make you look smart. Chances are you will come off as trying to be a “smarty pants”. Nobody likes a smarty pants!
3. Be honest
Honesty sells, especially in a story. Don’t try and embellish your story, just keep it real.
4. Don’t overshare
There is a fine line between sharing and oversharing. Getting into details about your messy divorce isn’t a great way to build rapport with your base.
5. Keep it short and sweet
People have a limited attention span. Get everything you need to get across in your story, but don’t go on and on forever. Lead with a cracking subject line, have a good lead in and close well.
6. If you are going to sell, be subtle
Yes you can build a sales hook into your story, but be subtle. It wouldn’t make sense to try and tell a great story then kill off your chances of building rapport by using an overly aggressive pitch.
People relate to stories. It’s why read books, binge watch TV series and follow each other on social media.
Why don’t you connect with your email list by telling a great story or two.
Need help with your email marketing?