How to communicate more effectively using email marketing

6 minute read

This is the first post in a guest series from marketing expert Richard Lomax, Managing Director of Common-Sense Marketing

How to communicate more effectively, and drive faster business growth, using email marketing

It’s vitally important that you have a professional email marketing system to manage and track your email messages. And you obviously need to have a reasonable-sized, and good quality opt-in database of prospects and clients. But the single biggest factor which determines the success of your email marketing is undoubtedly what you say!

Fortunately there are a number of common-sense marketing strategies that have been proven over many decades to increase readership of communications, and to maximise the number of readers who are then motivated to respond or take some form of action.

In this series of blog posts I’m going to run through several of the most important strategies that you can easily and quickly apply to your email marketing. Please note, these concepts and approaches apply equally importantly to virtually all other aspects of your marketing, and all other media options including web sites, advertising, direct mail, exhibitions and so on.

The common factor linking ALL businesses…

No matter what business you are in, you are selling to the same customer as every other business: you are selling to a person.

And just as the law of gravity is constant, and applies all over the planet, so it is with human nature. The way that we all think, regardless of our culture or circumstances, is subject to certain immutable laws — largely driven by human psychology.

This means that when you work with (rather than against) the thinking and psychology going on in the minds of your prospects and clients, then you can expect multiple times the results you will otherwise experience. Let me explain how this dramatic change-around usually occurs.

Virtually all companies are immersed in a culture of “we must GET more”. We must GET more opens of our emails; we must GET more click-throughs to our web site; we must GET more enquiries; we must GET more profitable customers; we must GET more repeat orders etc.

This tends to create a condition or mind-set of need, so naturally your focus is on you, and you tend to talk a lot about what you have, and what you do, or what you know. This follows through into your emails, advertising, brochures, mailings, seminars, sales presentations and all other types of activity which you’ve tried.

Whilst I’m sure you’ve had some genuine successes, I suspect that like most businesses, you’re often frustrated and disappointed with the results you generate. Now I’m going to reveal why this is so…

Everyone else, including your prospects and clients, are also preoccupied with themselves. Frankly they don’t care much about what you have, or what you do, or what you know. In fact, they’re downright indifferent about you.

Think about your harried, stressed reader…

When your email arrives in your prospect’s inbox, they are already deeply immersed in their own problems and challenges of the day. They have budgets to meet, targets to hit, issues to resolve, and an ego and self-image to protect and nurture! SO if you are going to break into their consciousness, interrupt their self-talk or ‘mind-chatter’ and get their attention – even for just ten seconds – then you MUST focus your messages 100% on THEM.

As they notice your email, their instant thoughts are “Is this relevant to me? How will it help me solve my problems and achieve my goals?” If they can’t see a positive answer to these questions, that’s it. You’re history. Instantly vapourised into the ether!

So ask yourself, does your messaging answer the prospect’s un-spoken question “What’s in it for me?” If so, you will – at the very least – have an opportunity to begin a dialogue and win their trust. If not, they will already have moved on.

The secret lies in getting out of your own ego, and getting into the ego of your reader. Remember, you are in the business of solving problems. We ALL are.

If you can take on board this fundamental truth, and constantly focus your communications on how you solve the problems of your customers and prospects, then you will inevitably see big improvements in responses and results from your email marketing (and all other aspects or your business growth activities).

Richard Lomax is Managing Director of Common-Sense Marketing

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