2 Simple Email Marketing Ideas That You Can Use Today (With Examples)
Though the tools may stay largely the same, the way we use them changes. Consider the pastoral crosscut saw. No longer are mighty trees harvested with tuned saws betwixt two burly men, but rather quickly felled with a chainsaw and one man with much less effort. Still, the nimble trail builder still uses the primitive tool to blaze a path through the wilderness where she must pack light and dependable tools.
Email marketing, in a way, is becoming like the idyllic crosscut saw. Rather than being an everyday marketing implement, it’s taking on a more nuanced role with more specific applications. While many of you can prove significant ROI and engagement with your emails, you may be turning away a lot of annoyed subscribers if your content isn’t as useful or interesting as they hoped.
Email marketing is still alive and well, according to this article from Inc., with over 70% of Millennials still preferring email as the main communication between them and business. However, it’s also evident that people unsubscribe from emails often. To ensure that you keep people engaged, campaigns must offer truly useful and interesting content to earn a spot in your target customer’s inbox.
Below are examples of companies that provide great content with simply delivery philosophy that keeps people engaged and does not turn people away with dry subjects.
1. King Arthur Flour and Unambiguous Personalization - As a guy that loves cooking, I’ve always been a fan of King Arthur’s products, but I’ve more recently admired their email campaigns.
When you sign up for their newsletter, you fill out a few options to weed out your preferences. Do you make everything from mixes? Only from scratch? Do you mostly bake bread or sweets? After filling out my personal preferences, I now receive content that I want to read. Throughout the week, I flag emails of interesting recipes or tips that I’ll want to use on a Sunday afternoon without weeding through content that doesn’t seem like “me.”
Take-away: Personalization is always a better approach than sprayin’ and prayin’ with shallow content that restates a list of over generalized tips. Create various personas for the people interested in your content, and give them something with depth and special attention.
2. Amazon and Practical Product Recommendations - Most of the time, you don’t want to buy things just to buy things. However, you might be looking for a specific product to solve a problem or help you do something fun. For example, I recently searched for a product that would mount my phone securely to my bike’s handlebars so I could use it for directions and safely switch music. I found a product that seemed like a good option, but I wasn’t quite ready to commit. The next day, Amazon sent me a list of similar products that more closely aligned with my needs.
Take-away: Basic economics say that people go to companies to purchase solutions to their problems. Recommending products can help your customers settle on something that’s more specific to their style and needs, or even maximize the use of the product you sold them.
You don’t have to sell everything, like Amazon. If you use MailChimp, you can use this feature to easily recommend up to three products.
Like SEO, social media or any other type of content marketing, there is no system to cheat and no magic formula. Just genuine, interesting, and compelling content that you would want to read on your time off.
If you continue to do that, email will remain to be a valuable conduit to your leads and clients.