Relationships. That's the name of the marketing game these days. We all know that customers are more likely to buy from suppliers with whom they have a relationship. But how do you build and nurture that relationship?
You think about things from the customer's point of view. Ask yourself:
What advice and information are your customers looking for?
For example, I recently bought a pair of cross country skis. Shortly after the purchase, I realized I didn't know exactly whether or not I was supposed to wax them. But the retailer anticipated this question and automatically sent me an email that included, among other gems of information, instructions about waxing cross country skis. It was like they read my mind!
How can you help your customers get more out of your product or service?
This particular email had so much for me.
There were links to videos with expert advice on cross country ski techniques. There were links to snow reports, so I knew where the best conditions were for cross country skiing. There were links to the retailer's tech services, in case I was ready for a tune up. There were links to the retailers clothing shop, so I could outfit myself for my next trip. This email answered questions and provided information I didn't even know I needed - until I read through it all.How can you encourage your customer to use this information (i.e., to take action)?
To start, the email was very clearly organized and in a lovely html format, that made the message easier to read. Each section of the email included a picture of people enjoying their cross-country skis (directly relevant to me - rather than generic pictures of the outdoors). It also included a short but carefully worded copy blurb, such as "If you're heading out for a serious trip and need to tune up your equipment..." and "Explore miles of wilderness trails..." and so forth. And each link leveraged good keywords ("DIY Ski Maintenance," "Shop Cross Country Ski Clothing," for example), so I knew exactly what I was clicking on.
When is the right time to share your information?
This email came to me about three weeks after my ski purchase. That gave me just enough time to try out my new toy, which also gave me just enough time to realize I wasn't sure about a few of the finer details of my skis and needed to ask someone a few questions, which they brilliantly anticipated. Your product or service may warrant a different timeline, but the point is, think strategically about it.
Ultimately, the answers to these questions will help you create the targeted content that your customers want to see. You'll be able to send out messages that will give them the information they want and need, in a format they can easily understand, at the time when they're ready for it.
Best of luck with your targeted email marketing strategy; may you build many happy relationships!
Email Marketing Strategy - How Do You Build Relationships?