If the first dimension of e-mail marketing is putting together and branding your strategy for where you add value to the marketplace, what is the second dimension?
Is it perhaps how to identify a problem, build suspense and help the customer or prospect find a way…or multiple ways… to relieve their pain…whatever that pain may be?
Sending the same message out over and over seldom generates more sales. That doesn’t mean, however, that you can’t send more than one message about the same thing…until you know the information has been received and acted upon.
Each message you send, however, needs to be concise and clear.
Each message must tell the e-mail reader, in as few words as possible, what the problem may be, how and why your product can solve it, and how and why it is the best solution(s) possible for the price.
Each message provides support. Each contains information that is relevant to the issue and supports what you have already told them. In any single e-mail, less is more. Therefore, you may need to send follow-up e-mails with additional support. For example, you could send a follow-up message like: “…by the way…did I tell you about…..?”, and perhaps even an additional: “I thought you’d like to know some new information I just discovered about…….” . It is better to send several shorter e-mails as follow-ups each day after an initial e-mail than it is to send one e-mail with more information than the reader can digest and absorb…let alone act upon.
Speaking of acting, that is the next critical step once the stage is set. Once your e-mail identifies the problem and builds suspense, you must also now provide a way to solve the problem and relieve the stress. This is frequently referred to as a call to action.
Not every e-mail requires a call to action. Sometimes you may just want to check in with your customers and prospects to provide them interesting, relevant information. However, every e-mail that describes a problem for which you have a [best] solution must contain a call to action. Otherwise…what is the point?
When you’re considering the content of your e-mail, think of the good mysteries you’ve read. They generally have some type of villain, a victim or victims, and, of course a hero or heroine. As you read the story, you identify with the victim, you feel the pain they’re encountering, and you want to see them rescued.
Can you see yourself as the hero or heroine…the rider on the white horse… coming to the rescue?
There you have it. The first dimension of e-mail marketing is the development of strategy. What is your unique brand in the marketplace?
And the second dimension is the development of e-mail content that describes what value your unique brand of product delivers, and how their decision to let you ride in on your white horse and save the day will be the best decision possible.
What will best describe the problem? How can you develop the story in a way that is clear and concise and yet adds enough drama to engage them, allow them to identify their own victimization, and ensure they know what to do to allow you to ride to the rescue?
Isn’t it awesome to know that you’re a hero or heroine about to save the day?