Email Marketing:
customer engagement
getting to know you
familiarisation
a feeling of comfort
a state of credibility
‘haven’t I seen or met you somewhere before’?
Social Media:
customer engagement
getting to know you
familiarisation
a feeling of comfort
a state of credibility
‘haven’t I seen or met you somewhere before’?
There’s a theme developing here and you know I could go on for quite a while but essentially it all comes back to the same thing – your email marketing campaign and social media is all about engaging with people and establishing a ‘relationship’ through familiarisation.
Now that was really off the top of my head and I’m sure some people might tell me it’s more about this or more about that but I think it’s a reasonable description.
I almost slipped up there in my definition by using ‘engaging with customers’ when I really meant to say ‘engaging with people’. Sure, from an email marketing perspective they MAY BE customers but they just as well might be people that are interested in what you have to say or mixing in similar circles, visited your business / web site, a general interest in your business or developing a business association. Doesn’t that apply to social media as well?
Over time they may become so interested in what you have to say that they would like you to tell them much more, and help them in a particular subject area that you’ve written about and become somewhat of a subject matter expert. This could apply to a customer relationship scenario or business relationship i.e. working together to offer ‘one stop’ solutions’ or referring / recommending goods and services.
Now the focus and approach for any email marketing campaign / newsletter will most likely be different depending upon a number of factors – your business sector, stage in business development, business plan, tactical and / or strategic business objectives, business challenges and / or opportunities amongst a number of other things. Now that email marketing is integrating the ‘social media’ aspect your potential audience has just grown on a major scale.
Please keep in mind though, what you cannot and must not do with something like this is ram sales or promotions down the throats of your readers every time you make contact. If that is the case then your customers will very soon decide to give you a wide berth. That is very similar to ensuring that the ‘social’ aspect of social media isn’t over-looked, that can really make or break your efforts!
A balance needs to be reached whereby information is interesting and engaging, although you really need to ‘grab the reader’ if possible, combined with special and maybe very specific offers and promotions. If we use a restaurant as an example the classic newsletter piece is ‘welcome to…’ maybe followed by ‘what’s happening at…’. This could be combined with a some ‘come inside…’ photos.
Now that would certainly be a good starter for 10! You can then move onto menus for special occasions, photos of recent events, information about the local area (attractions /to do), recipes, and then you can ask your customers via online surveys what they would like to know more about, change, understand better etc.
If you ask customers for input they will generally oblige. This last point can be very powerful because when you get your customers engaging with you at that level they REALLY begin to feel a part of your business and with
that comes loyalty, spreading the word, mobile and free advertising in a sense. Throw social media into the mix and could that be the holy grail of email marketing?
Key considerations and actions:
Balance the theme / mix of any email marketing activity – info vs promotions / offers.
Grab the reader in your email marketing activities – think out of the box, get creative.
Really engage with people through your email marketing messages. Don’t just tell them this or that, ask them for input and if you get it make sure you let them know you’ve got it, thank them and at some stage tell them what you’ve done with their input.
If the social media icons are available in your email marketing solution then really make us of them – links to your Twitter and Facebook accounts, in addition to the standard share buttons on social bookmarking sites.
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