Dating for Dummies Part II (And Email Marketing Too)

After reading my last post, you’ve probably been waiting anxiously to see how you can improve your dating life, and maybe you’re interested in digital marketing too.  Assuming you have done so, you should know all about what it takes to create your very own landing page, and you are equipped with the knowledge that has effectively turned visitors into valuable leads.  At this point you are probably wondering what should be done with these leads and how you can advance your personal and business relationships to the next level.

Let’s talk a little bit about texting.  Why you may ask? Well texting in a personal relationship and email marketing in a professional one actually have more in common than you might think.  Some say “email marketing is dead!” or others point out “I hate getting spammed by those awful emails, so why would anyone else want that?” These are classic mistakes or excuses marketers use to avoid developing strong email marketing as an asset to their business.  First off, email marketing is very alive and according to Luis Trevino, for every dollar invested in email, businesses on average see a $44.25 return.  Okay I know there is still a skeptic among you who may claim that other online platforms are better, but Hubspot argues that 95% of online consumers use email and of those 91% check their email every day.  Yes, you heard me right, every single day.  Let’s go over some basic rules about email marketing and how to text the boy you like and after I’ll tell you a secret about why it works, deal?

Ask.

No one likes to receive emails from a stranger and no one likes to receive texts from a mysterious number.  After you have asked for the information of your visitor on the landing page is it clear to them that they have given you their information?  It better be, because if not you could turn a potentially delighted lead annoyed, real quick.  If you have both made it quite clear that this is a mutually benefited question, be sure to make it just that.  This is yet another opportunity to provide more pointed content to your leads that could help them to move along the buyers journey.  You can actually ask them what types of content they would like to see, if you want to be super fancy and modern.  Additionally, it’s nice to ask if they would like to hear from you less frequently because we all know what it feels like to have that friend who texts just a little too often.

The power of opt out vs opt in is huge.  Have you ever heard the phrase “it’s better to beg for forgiveness than to ask for permission?”  Well, disregard that because it’s complete crap.  If leads are having to unsubscribe to you and they are asking themselves “how did I get on this list anyways?” that is no good.  With that being said, always provide an option for leads to unsubscribe, this helps to weed out the people that do not care anyways.  I recently unsubscribed from Hubspot’s email list and they linked it to this delightful video (which ironically felt a lot like a break up).  The beauty of opt-in from a business standpoint is that the customer is actually asking for this content.  We’ve talked quite a bit about abrasive and interruptive marketing and when a visitor says yes to hearing more from you by opting in, that’s a good thing.  You can then be confident that they actually care and want to hear from you.  The guy actually gave you her number and said “text me sometime” omg, what’s next?!

Show them your stuff. 

Your content stuff… not your other stuff.  By sending your leads relevant content that delights and adds value to their day, you are probably making them really happy, or at least subconsciously doing so.  Mix it up depending on where your customer is in the buyers journey so that they see your email as a positive influence, not just another thing to drop into the dreaded spam list.  It is important to note that you do, in fact, have the correct buyer persona and that is probably the first step in creating effective emails.  In previous posts we have outline the importance of these personas and how it can really drive home emails is completely dependent on creating relevant information for them.  If you act as a consultant, and tailor the content, you are increasing the likelihood of active engagement.  For example, offer tips to update a product you know they love to show your worth as an ongoing investment.

People are inherently social, yet they need a little extra nudge to do so.  Emailing them awesome stuff that could not only help them, but applies to their friends (they may or may not be on your email list) helps gain social proof.  Before the times of Facebook, way back in lands long, long ago, people would forward emails instead of clicking share!  Actually, that still happens, and I get a healthy dose of cat videos from my boyfriend’s mom.  Imagine, your content is so good you have the ability to earn the trust of your current leads and turn them into brand evangelists that help you nurture more leads.  Woah, this is getting overwhelming.. what do I do with all of these leads to make them feel like they aren’t just one of many?

Make them feel special.

Approach email marketing the same way you would approach texting your crush.  If you use personal pronouns like you and your, they won’t feel like you have said this a million times to a lot of people.  One of the worst feelings in your dating life is when you get the vibe that you are being fed a line.  The feeling is similar when you get an email titled “valued customer” or something generic.  One of the thing I love most about Amazon is their recommendation feature.  Email marketing can work in a similar way because the data is available to know, based on past interactions and experience what the individual may want next.

This customized content doesn’t need to stop at including their name.  The benefit to additional customization and optimization is evident in the amount of click-throughs and bounces.  When a customer sees a generic email, they are more likely to avoid it because they have no affective commitment to you.  On the contrary, when an email seems genuine and from a person, not just a business, there is a sense of ownership.  One easy way to make your customers feel special could be to pay close attention to the things that they are going through.  For example, holidays and birthdays.  The local business I work for (Garys’ Mens and Women’s Wear), actually sends out Birthday gift certificates to their patrons to make them feel special.  This simple technique gets people in the door and feeling like Gary’s cares about them.  Just like sending your crush a Happy Birthday note to show you care.

By asking your leads not assuming, showing them you care, and making them feel special; the business is able to inch one step closer to conversion.  In the same sense, texting and email create a nurturing atmosphere of mutual benefit that can outlive any “like” or add on Facebook.

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