Email Marketing — Magic or Mush?

Mush is that bland, often soupy, runny, watered down cereal stuff.    Mush is the meal of the mind on soap operas.  Mush is what your little brother was going to be if he ratted you out to your mom when you were kids. 

Mush is also what a lot of emails marketing messages are…soupy, runny, watered down versions of real, meaningful, helpful information.

Why not make the emails you send out to your prospects and customers magic instead of mush?

Maybe you won’t have every solution your prospect or customer wants.   Maybe you’ll actually only solve a few of their problems, or only provide one small piece of the puzzle.  Wouldn’t it be wonderful, though, to know that you actually had given someone something that was truly helpful?

Have you thought about how you might ensure your emails seem to the receiver a twig of magic…instead of a bowl of mush?

Think for a moment about how a magician creates that magical moment.  First, the stage is set.  The cape, the magic wand, the top hat, the white gloves…all put the audience in the mode of expectation…already set to believe that magic will occur.

Then, with what seems unrehearsed and unpredictable, the magician gains the audience’s participation in performing various feats of magic, helping to stimulate the audience’s belief that what is happening is real.  And, of course, the magician may pull a rabbit from the hat, cut the assistant in half and then, somehow, magically, make them reappear whole, or other feats that provide credibility and authority.

Was it magic…or… was it practice and, of course, audience ‘plants’?

While we don’t bring it forward to our consciousness because we want to believe in magic…we all know, as adults, that the actual magic is all about practice…and then more practice.    The magician practices like the concert pianist or the Olympic gold medal contenders…regularly and with passion  until the art is polished, perfected, and ready to be performed in front of audiences of all sizes.  Then the performance dazzles, delights and delivers the magic the audience anticipates and receives.

As an email marketer, you can be a highly skilled magician…if you’re willing to use your greatest tool…your mind and verbal skills.  If you’re willing to practice, hone your skill, and always keep in the forefront that your intention is to create a magical moment for your prospect or customer.  

You’ll want to practice until you know what the receiver feels…that certain touch of magic, when just the right thing… said just the right way…at just the right time…shows up in the email message you send them.

There are in essence, two parts you want your email message to have, very much like the magic act.  The first is to create the expectation that something wonderful and exciting is about to happen.  The second is to make that magical moment available… with audience participation.   In both the magician’s act, and your email…one thing has to occur for success to be gained…the audience must participate.

To build anticipation, and invite audience participation, do you have these ‘magical’ elements:

  • When you teach people about your product, is it focused on meeting their needs and desires, or just hyping the features of your product that you think are cool?
  • Does every email you create encourage a learning relationship?  Is it a two-way communication where dialogue is encouraged, and feedback requested?  

Amazon.com  is a great role model for learning how to build what I would describe as ‘magical’ relationships.  They send product invitations to their permission-based email recipients.  These product invitations are based on the customer’s past purchases and product clicks without purchases.  They use very segmented marketing messages that work well…often magically…to gain the customer’s attention and create a much greater potential for a purchase.  And…after a purchase, they really want feedback.  They use the feedback you provide.  Reviews from purchasers are available for their products for everyone to read.  They post the review whether it’s favorable…or not. 

What do you have to say?  Why should it matter?  How might it be truly helpful?  Do you have magical relationships built from practicing your email marketing skills until you know how to create something that truly adds value for your prospect or customer?

Or…will you be satisfied with mush?  Will you simply dish up enough gruel to meet minimal nutritional needs, without enough flavor or served with enough flair to push back any contenders, let alone create email magic for the receiver?

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