Getting Your Email Strategy Right Can Be Tricky

In the world of digital marketing and immediate response, let's not forget about email. Yes, email has been around for a while, so I can understand your hesitation.

That's just it, email HAS been around for a while, and it's not going anywhere anytime soon. Think about how you like to communicate on-to-go. You're probably checking text messages, getting your social media digest frequently, and you're likely visiting your inbox multiple times a day. PERFECT!

According to a recent study by Hubspot, 70.8% of customers WANT to communicate via email. I know how much this pains the cold callers (former bill collector, here), the in-your-face salespeople, and the snail mailers, but it's true. On the other hand, think about HOW EASY it is to delete an unwanted message. I swipe all day long (no Tinder pun intended). We all do it. Guilty, guilty, guilty. But, we can use this to our marketing advantage and we should.

So, I write all of this to say, your message has to be so stellar that it catches the attention span of someone giving it .00001 seconds. Let's be honest. We're like Dory from Finding Nemo with all of these competing distractions. Not sure where to start? Here are 5 tips that will get you thinking about the possibilities in an email strategy.

1.) Think about your target audience(s)

Who are they? Where are they? What are their likes and dislikes? Most importantly, what is their main frustration? Can you solve it unlike any other offering on the market today?

2.) Put yourself in the shoes of your prospect or customer

How do you like to be talked to, and what kind of communication you prefer? Rarely anyone wants a hard sell today. Keep that in mind when you're developing what your email strategy will look like and feel like.

3.) Strategize, then be flexible

No one wants to be spammed, so it's essential to think through your communication style. Will you talk to your audience once a month, twice a month, or twice a week? No matter what you decide, having a professional in your corner to make sure your message is strategic and meaningful is critical.

4.) Align your message with intention

Consider where your audience is in their journey with you. Do they know who you are? Could they use some added awareness about your business? Are they close to converting? Have they already converted? Think about your tone in each of these areas. What does the email look, sound, and feel like to the recipient? 

5.) Segmentation is non-negotiable

To communicate effectively to your audience, think about what makes each contact different from the next. Is customer A a repeat customer? Is customer B from the same industry as customer C? Is customer D's pain point different from customer Bs? Get as granular as possible. This practice helps you get to know your customers better to determine how to best communicate with their needs in mind.

With email marketing, upfront, in-depth thinking will give your email strategy the best chance of being well-received by your audience with the right message at the right time. When you reach your targeted audience successfully, your chances of building a relationship and ultimately converting are higher.