Email is a key tool
Nothing worse than a cluttered inbox, full of mails you don’t want. On the other hand, there’s nothing better than receiving helpful information on how to improve ourselves and our businesses. Or, news of products and deals we want to know about. I myself am always happy to receive mails from Real Men Real Style, Chris Lema, Wistia, and WP Elevation, to name a few.
The mails i get from the above senders are generally useful information that helps me to achieve my various goals. So naturally, I look forward to receiving them. But I also know that if at any time I find that it all a bit much (i.e., my inbox is getting a bit too busy), I can simply click a link at the bottom of their email to unsubscribe, so they will leave me alone until whenever I might like to subscribe again.
Emails are valuable
Emails can indeed be very helpful. Think about it for a second. When you are receiving mails that you asked to have sent to you, that will help you learn something you want to learn, save money or help you in some other way, you’ll at least look at the subject line, right? Especially if the email is relevant to something you need to know.
If the subject line looks appealing, you’ll also read the mail. Then perhaps you’ll click a link inside it. If the whole process is taking you somewhere you want to go, you may just end up buying that latest deal, or signing up to some useful program. And if the deal wasn’t quite right for you, since it’s nevertheless in your sphere of interest, you’ll probably be keeping your eye out for the next one.
Everyone needs help
Your customers have come to your site because they either need something right now, or just have a general interest in the products or you have to offer. They’re either looking to be offered a solution to their problems immediately, or hoping to learn something that will help them better understand what’s available in the market. They’re also looking at where you fit into the value picture.
So there are several ways to keep customers coming back for more. You either have the best product, the lowest price or the best service. The best service means helping the customer to understand their options, so they can ultimately choose a product or service that best meets their needs and budget requirements.
Don’t just sell, help
A customer that is currently at their early investigation stage as they look for their solution, is probably not ready to ask you directly for help. And they’re usually not ready for a hard sell. So rather than telling customers “we are good at this and that“, you should be telling them “this is what you need to be looking for when considering your product, which should have features A,B and C.”
By giving customers helpful advice on how to make sure they are getting the best deal, you are establishing yourself as a source of helpful information, whose emails customers will welcome, for as long as they are considering buying a product or service in your niche.
Further, by helping customers how to understand and judge the offerings available, you are also showing them that you know the difference between good and bad. You are demonstrating that you care about their purchasing and experience, and that you want to serve them well.
The benefit of education
By educating the customer about their product options, you are also increasing your chance of making a sale to them. This is because you are now setting the benchmarks in their head.
For example, if you convince a customer that a product should have X as a basic option, then that may well be a key point they are looking at when doing a final comparison prior to purchase. Naturally, your own offering will have X as a basic option, which means you you remain one of their choices.
By offering education to the customer, you have a chance to initiate contact at an early point in their purchasing process, for example when they sign up for your eBook. This allows you to enter into an ongoing conversation with the customer, to build trust and establish yourself as an authority. Importantly, this process during the time that they are deciding on which option to take.
Setting the agenda
Between the time when they take their first look at the range of products or services available, and when they make their final purchase decision, they may have zero contact with some of your competitors. But the competitors who use email marketing to start a conversation at an early stage, get to set the agenda, by having some input into the customers decision making process. Wouldn’t you prefer to be one of those?
Right tools for the job
There are a number of options out there for running an email marketing campaign. We are using ConvertKit, which lets easily add flexible opt-in forms that can go anywhere on your site are necessary to grow your list as quickly as possible. Each ConvertKit form is built to fit wherever you place it. It looks great placed in your site sidebar or at the end of a blog post. The form automatically adjusts the width to match wherever you place it. There are many more compelling reasons this became our tool of choice. We will cover these later.
What do you think?
I hope this was helpful. If you have any questions or opinions, please leave them in the comments section below the related posts.