Meaningful, engaging email marketing is possible if you follow these 5 keys:
TRUST. Your messages must consistently meet and reinforce subscriber expectations.
RELEVANCE. Delivering meaningful content to the right person at the right time drives success.
COMFORT. Speak with subscribers rather than to them. They’re individuals. Engaging communications requires you to enter into a relationship-oriented mindset that continuously builds personal engagement.
COORDINATION. Your customers’ experiences should be consistent and progressive through all your marketing channels.
STRATEGIC. Know the right metrics. Continually test, assess and adjust from a relationship fostering mindset.
You must have a strategic email marketing plan that fosters individual subscriber relationships over time. Tactical email execution seeking quick response pushes subscribers away. Without providing consistently focused value to subscribers, your engagement scores will plummet over-time and soon you’ll be wondering why one of your most efficient marketing tools no longer drives results.
Chris Lowers is a frequent blog contributor helping us better understand the technology that drives our ever-evolving world of marketing communication. He is the founder and president of Grey Partners, a full-service advertising firm.
When he isn’t building strong brands, you’re most likely to find him alongside his girlfriend Julie training for their next triathlon, relaxing on a mountain trail or traveling someplace warm and sunny