Imagine if every time you caught up with a friend, they only spoke about one thing, such as their car, pet or favourite band. How long would it take for you to get bored of them?
Now, swap out your friend for your favourite brand. How many times can they try to sell their newest products to you before you get bored?
One mistake businesses often make is not diversifying their emails enough. Sure, you want to sell, but what else can you do to guarantee that your audience stays engaged and excited to open up your emails, even if you send multiple a week?
Here are some ideas:
Inform them about your industry
Whether you’re in skincare, pet products or construction products, educating your database is a fantastic way to get them more interested in your collection. This could involve telling them more about the benefits of your range. But, you don't need to leave it at that, either. From time to time, try speaking about facts beyond your collection to show you are a thought leader.
For a brand selling dog treats, you may consider speaking about dog walking tips or how to cut your dog's nails to show that you are an expert in all things about pooches, not just their diet. While it may seem like 'simple' information to you, it can poise you as a pet specialist, which can make your brand instantly more appealing.
Show them customer reviews
Proof is the word when giving your customers a reason to buy. They want to know they aren’t being scammed, and that your product isn’t too good to be true. So, how do you tell them this?
While you may have reviews on Google or your website, not all customers will avidly go looking for them. So, creating an email with fresh reviews can show your customers why they should trust your brand.
Tell them what’s trending
Educational emails don’t just need to be long dot points about how people can better care for their skin, eat the right food or live a better life. They can also teach people what’s going on in the market.
Heading back to our pet treat example, this may be by telling people which meat or flavours pet owners are opting for most, and why. This is also a great way to encourage people to try a product, without necessarily telling them to.
Talk about you
The perk about being a small business owner is how transparent you can be with your customers. So, are you taking advantage of this?
Try pop in and say hello to your customers in your emails. Tell them what products you’ve been loving lately (even ones from other brands), where you’ve travelled, what book you’ve read or simply what you did on the weekend. Form connections with your customers that make them feel like you’re friends, even if you’ve never met, as this can make them all the more inclined to choose your brand over a competitor.
Ask them questions
Whether you’re thinking about launching a new product or improving an existing one, the best resource is your customers. Asking them questions about your business, how you can grow with them and what they want to see more of allows them to feel engaged.
Plus, if you quickly implement the change they asked for, they will feel more valued as a customer, making them more likely to place an order.
Let us take your emails to the next level
At Email By Design, we know it can be hard to diversify your email marketing strategy, especially if you don’t feel you have enough to talk about. Chat with us today to book a free 15-minute consultation and discover how we can make the most out of your email campaigns
