May 10, 2012 - 10:46 am EDT
Your list isn't just a collection of email addresses—it's a collection of
people who've shown interest in your product or service.It's important
to keep these relationships personal. As soon as they become
fields in a spreadsheet, it's easy to treat them as data points. Even
the easily automated task of managing your email list can become
personal, to build trusted business supporters.
You can personalize your message in a few ways. Think of any relationship
—you interact differently with strangers, casual acquaintances and trusted
friends. That logic applies to your subscribers, too. A brand-new customer
has different needs than a long-standing one; a prospect who is just
collecting information has an entirely different set of interests. When
you meet people
where they are in the customer life cycle, you show respect.
Beyond that, you can invite people to share information with you that will
help you provide content they'll find relevant and interesting. Take
advantage of preference centers, where customers can specify
interests (like certain product lines) and frequency (like monthly or quarterly
updates).
Every interaction you have with potential and current customers is a
chance to build trust and demonstrate expertise, and the emails you send
are no exception. Especially for b2b users, expert content is how your emails
stand out in the inbox. Your past email data provide a unique segmenting
opportunity as well. Take a few moments to gather the folks who click on
certain types of content, and then send more of that information to those
groups.
Instead of just bombarding your audience with messages, keep the
conversation timely and useful. Just like social media, your email marketing
strategy should be about engagement, not frequency.
Nielsen Co. statistics show that 93% of us subscribe to at least one
business' email marketing list. Just because email is the most widely
consumed medium doesn't mean it has to be the most stale one. Keep
it fresh and keep it personal. Remember, there's a real person on the other
side of that inbox.
Carolyn Kopprasch works with email marketing services provider Emma's (myemma.com) agency partners to
provide training, resources and personalized consultations.