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If you are like most Marketers there are lots of things you want to tell your customers.

However, after some thought following Jack Perlinski’s presentation at the Email Marketing Summit Australia there are only 3 things that they need to hear.

If you can communicate just 3 things to your audience effectively you will be well on the road to success!

1) “Hi, We exist!” (Create awareness)

First you need to get people on your list. Then you need to remind them that you exist. There are a variety of tactics you can employ to increase your audiences brand recognition such as
welcoming them nicely in the first place, consistently branding your emails, using a recognizable from name, employing a well-crafted subject line and always including links to your website.

2) “This is what we can do for you.” (Establish your profile/brand)

Decide what you want to achieve and keep your email content on target. It is easy to be absorbed in your company, service or product and forget what it is your audience wants from you – remember you are here to make them happy so stay focused. Calls to action are very important in this part of your email marketing strategy – if you are going to promote something make sure that your audience has the ability to act immediately. For example use a buy now link to take them to a product – don’t make them go hunting around your website.

3) “BTW we love you.” (Develop relationships)

I heard a great saying at the Email Marketing Summit “Give to get, don’t sell to get!” People get a lot of emails and they are looking for reasons to delete your email – you need to give them reasons to not only read it but to be engaged and even look forward to it. And “giving to get” doesn’t necessarily mean spending a lot of money. There are a number of ways you can give your clients a little something such as: gift cards, discounts, hints, tips, exclusive content or previews. Think about it – what can you offer your audience?

So when building your next email campaign make sure it is something your customers need to know.

Guest blog post by Kristin Huddleston

Kristin Huddleston is the Marketing Coordinator at Vision6 and has been working in the email marketing industry for 3 years. Her role at Vision6 is to use integrated marketing communications to inform, educate and promote everything e-messaging to both clients and non-clients.

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