I just read a fantastic post on Inc.com, which tells us that structuring your presentation as a story makes you sound brilliant.  This is interesting to me, because I just love bullet points.  I usually post my content with lots of bullets in order to keep my ideas in some sort of order.

Well, I actually do have a story to tell about email marketing /newsletters.  I suppose it will be more interesting as a story, so here goes:

Let me tell you a story about two small businesses.

Business “A” has spent tons of time and resources on building a beautiful website.  They’ve completed my ‘checklist’ and have claimed their online listings, established at least 3 social media platforms and post to those platforms regularly. They’ve even worked it out with others in their circles to share inbound links.  They are out there sharing their knowledge and expertise.  They are out there, waiting for folks to find them in one of the many ways they’ve thrown out there.

Business “B” also has a beautiful website. The site has great content to drive their inbound marketing.  They, too are on at least 3 social media platforms and post regularly there. They are well on their way to building inbound links via their social and professional circles. They are out there.  But…. Business “B” is also “in here”.  They are in my inbox.  They are in my inbox every month, providing me easy access to their valuable content. I actually enjoy receiving Business “B”’s email newsletters because they are rarely “selly-selly”.  Clearly, they ARE selling something, but that is not what I get first.  What I get first is an invitation to learn more about a topic, a product, a service that may be of interest to me, and all I have to do is click-through to “learn more”. I have not unsubscribed to Business “B”’s email newsletters because they have established themselves as a resource for me, with content that I can either use right away, or can bookmark for future use. At times, I even choose to share Business “B”’s email newsletter on my own social media platforms.

What Business “B” has done is neatly package up all of the work they’ve done on their platforms into an easily digestible publication that is delivered directly into the lap of their audience.  Remember, this audience has “opted-in” to receive these emails, so they are already interested in Business “B”. All Business “B” has to do is keep them interested by providing value.  Making the email ‘shareable” with extraordinary content or a great offer is even a better proposition for Business “B”.   

email marketing is like a plate of spaghettiMy visualization for this kind of scenario is this:  Business “A”  and Business “B” have both cooked a wonderful pot of spaghetti.  Business “A” has chosen to take the spaghetti and toss it at the wall to see what sticks.  Business “B”  created a beautiful presentation of spaghetti and offered it to us on a platter so we can help ourselves to what we need at that moment

Email marketing is about building relationships, I can not stress enough how important it is that an email newsletter offers information of value to customers and helps a business present itself as a trusted expert.  A successful email marketing campaign may increase sales, engagement, lead conversion and brand awareness.  But, it’s important to remember that the very basics of these results is an established, trust-based connection between a business and its customers. The emails don’t have to be long or involved. They just have to poke us a bit as though to say, ‘Remember me. I’m offering a golden nugget of knowledge. Do you need what I have to offer?”

I hope that you will contact me with any questions at all about your own email marketing program.  I am familiar with most of the current email marketing software and would be happy to give you some tips and tidbits.

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