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Email is known as one of the very first marketing outlets of communication. For many years, it was proven to be effective. Companies were able to create one email and send it as an email blast to all the email addresses they wanted. However, as time passed, consumers began to demand more from companies. Consumers wanted to have their personal information protected, they wanted to control what types of emails they received and wanted to receive only information that applied to their needs. Along came the Can-SPAM act; a piece of legislation that gave control to the consumer to decide if a company could send them emails and allowed them to unsubscribe from any email list so that they would no longer be bothered. This legislation and the need to evolve with consumers presented two major problems for companies: receiving permission to send out an email and ensuring that consumers would not unsubscribe from an email list.
In the past, companies could get away with creating a generic email and send it out to all their contacts; without having to worry about being personal or effective. Now, they must truly understand who their contacts are and how they want to be reached. Companies now face the critical situation of understanding how to create compelling content, how to be consistent to build trust and how to segment their subscribers to offer personalized service. Sending out an email and hoping for the best is no longer the way to do business and with email still being a top player in the channels of communication between customers and companies; it is crucial to understand and adapt.
- Compelling content to motivate your customers to respond
As discussed earlier, consumers no longer expect to receive a generic email. It is proven that email users are now used to being sent so much promotions and information via email; they simply prefer to either erase emails without looking at them or simply archive them into their junk mail. So how do you convince users to even open your email? How can you have the assurance that they aren’t just sending you to the junk folder?
Consumers are looking for personalized emails that will make them want to take some sort of action. They want to know that if they open an email, they will not be wasting their time with effortless advertisement that has nothing to do with their interests. Companies need to find a way to create personalized content that will motivate users to respond, to take some type of action. They must speak in a way that consumers can relate and build interest in their products or services.
For example, let’s say that a customer comes across your website. They are scrolling through and you ask for their email to initiate a relationship with them. They give it to you because they see that you are an architect firm that seems to have talent and vision. That customer gives you their email address and then leaves your website without making much additional effort to do business with you. Now, it is up to you to: reach out to that potential customer through compelling emails and assure that customer that they did not make a mistake by leaving their email address behind. So what the next step?
You then have to understand what they are expecting from you. Are they waiting to get more information? Do they need to be convinced of your talent? Is pricing an issue? Are they comparing you to your competitors? These questions have to be answered before you even dare to send out that initial email. Once you have an idea of what motivated them to give you their email address, you need to send out a “Thank you for subscribing” email. This email is crucial for you to initiate a developing relationship with that user. They want to know that you care about having that one on one connection and that you will give them the information that they are looking for. This first email is your first and may be your last, impression on them. The messaging and content needs to be so precise and so connecting that they will understand that they are important to you; even if they have yet to meet you in person.
Every email you send out has to have a purpose, be personal and be compelling. Your goal is to get that subscriber to do something. That subscriber will only act upon your CTA, call to action, if you find a way to peak their interest and motivate them to act. You have to pay attention to your subject line, to the presentation of the email itself and be confident in the message you are sending out.
- Consistent and timely messaging
Once you figure out the equation needed to create a compelling message; you have to think of how to use email marketing to establish trust and confidence. Clients select architect firms who inspire trust, knowledge and creativity. They want to make sure that their dream home, office or establishment is being carried out by professionals. These clients do not want to be a one and done project; they want to establish a connection. How do you do that with email marketing?
You need to be consistent. Have a plan with your email marketing. Just like any other marketing effort, email marketing requires a thoughtful process. You have to know and anticipate how your subscribers are going to react to your email campaigns. Are they looking for an email newsletter every end of the month? Do they want to be in the know and receive an email twice a month? Once you establish a pattern, you have to keep it up. It is your job to get your subscribers to expect emails from you and to expect the content that you are going to put out. This only happens if you are consistent and have a plan to your email marketing campaigns.
- Segment subscribers
You can have the best content and be consistent. However, until you segment your email list, you cannot go far with this communication channel. Having an email list is great but you have to categorize those names. You must take time to sit down and place these names into categories based on their interest. This will help you establish where they are in the buying process and will help you adequately create the content for them.
Once you get to know your email list and segment those names; you can develop compelling content that will build their trust and willingness to form a relationship with you. Your email campaigns will become more effective because now you are touching on specific pain points. The more specific you are with your content, the greater ROI, return of investment, you will notice with your email campaigns.
Does all of this sound complicated? Email marketing is just one more tool that marketers use to reach your clients and potential clients. It’s a tool of communication that if used effectively, can strengthen or create lasting relationships. Like most things in life, you only have one chance to make a good first impression. This is also true for email marketing. Your potential clients expect professional and personalized email campaigns that help direct their buying behavior. You have to know how to gain email addresses, how to keep that email list growing, how to build compelling content and how to connect with your subscribers. Let Architect Marketing Solutions help you understand how you can benefit from using email marketing skills. We not only know how to compose incredible content but how to motivate your potential clients to contact you. Let us partner with you in achieving success.
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