The best part about sending an email newsletter to your customers is that you’re reaching them in their own, personal space. Rather than a status update read by hundreds, or a print ad viewed by thousands or more, an email is a personal conversation. You have an opportunity to make the customer feel that your company is working just for them. Here are some tips to target your email advertising campaign to make your customers feel special.
The reason customers still check their email daily is because email is at their own pace. Many consumers wait until the evening or weekend to catch up on email, citing that email is more convenient than phone calls, texting, or the immediacy of the Facebook or Twitter feed.
- Takeaway: Depending on your consumer-base, the standard wisdom of not sending email after working hours or on the weekend may not be accurate. Run your own tests and figure out when your readers want to hear from you.
It’s true that teenagers (age 15-17 in a recent study) receive less email, but that’s not due to a generational shift away from email and towards social media — a recent study also showed that teens were moving away from almost all social media. There are conflicting data regarding teens’ use of email, but an ExactTarget study found that as teens age out of school and into the working world, they rely on email equally as much as they older generation does.
Further, teens who responded in a survey said that while they ‘Like’ products in order to receive an offer, they don’t want to receive brand updates via social media.
- Takeaway: Email marketing is a viable method to reach customers, and will continue to be. Don’t ignore teens in your email marketing campaign.
When you send your customer an email, you are entering their personal space — their mobile device, their personal email box. Therefore, customers must trust your product before they will sign up for your email newsletter.
Customers unsubscribe when the message they receive is irrelevant to their needs or they feel inundated with too many messages.
Email newsletters feel exclusive, rather than the public Twitter feed — and consumers say they like it that way. They want information tailored just for them. They want to tell their friends about a product or brand they are loyal to, a podcast only they listened to, or an event they received early admission to, because they follow your email newsletter.
- Takeaway: Put exclusive content in your email newsletters (and say you do so on your Facebook and Twitter pages, and in person). This includes coupons and deals, event notices, V.I.P. bonuses, exclusive content, and links to media. Treat your long-term email subscribers like a core group of fans who have earned the privilege of insider info.