The best email marketing concept can be summarized in three words – give to receive.
Try to think about this idea from the customers point of view. Customers are assaulted with marketing from all varieties of sources and they get tired of feeling as if the business owner is only interested in what’s in their wallet or the credit they are willing to accept in order to purchase your products or services.
It must seem strange to the customer to have a business that expresses an interest in finding ways to freely extend benefits. This concept is reminiscent of the movie Miracle of 34th Street, when Santa sent customers to others stores if Cole’s was too expensive. The result was that many customers discovered a heightened sense of devotion to the fictional store.
When you use email marketing to inform customers about your products or services you make significant strides toward the ideal goal of giving to get.
Business owners know that in order to make money you have to spend money. Similarly, you have to expend yourself on behalf of the potential customers in order to receive their trust and loyalty, both of which should be highly valued.
Many businesses are finding that their email marketing campaigns are yielding less than stellar results when they buy or rent a list. There’s are reason this approach does not work well if your approach is intented to be “give to receive”.
In a give to receive mentality, you are primarily concerned about the individual and in forging connections between your business and the consumer’s interest in your products or services. When you send an email to someone who isn’t familiar with your site there is little chance that they will consider your email as one of personal interest, it can only be viewed as either a mild intrusion or potential spam. It’s an easy choice for the recipient to send your email straight to the trash folder and delete it.
A health food company developed a program that encourages people to give up unhealthy snacks for one of the company’s healthy options. Television advertisements show this business in a booth like a lemonade stand and individuals bring snacks to trade. The end pitch allows anyone to go to their website and receive a free snack. The emotional connection between a common roadside stand and genuine people make the advertisement appealing and memorable. The website extension of the offer features health information and articles on moving toward a healthy lifestyle. Visitors can make the choice to receive health bulletins via email to continue to foster better health. The campaign was highly successful. Giving to get meant a lot of free snacks in an attempt to boost traffic and building a list with an email marketing follow-up that capitalized on the company’s concern for the health of their customers. This is just one example of what “give to receive” email marketing can look like.
How can this type of marketing improve the potential trust your site visitors have in your business?