Value is Key Ingredient in your Email Marketing Strategy
by Melissa Newman
Besides making a conscious effort to network more, I have chosen to use this year to launch my own LLC. While I’ve never really considered entrepreneurship, this past year volunteering and working with non-profits has made me realize how much of a need there is for education regarding best practices in marketing. In the non-profit world, budgets can be small and team members often wear multiple hats. And as a result, there is limited enough funds to support basic operations or staff members, let alone supporting an entire marketing department. I’d love to provide strategy and my own services at a discounted rate to help non-profit organization’s carry out their mission for the greater good.
Since I’m in the early stages of planning, I have been doing a lot of research. Following other entrepreneurs on social media, taking extra courses, webinars, etc. I have found some amazing resources, but I have noticed a pattern that has been extremely disappointing when I have received email marketing from some of these businesses or entrepreneurs. As the saying goes “the money is in the list,”, so what I have witnessed is multiple entrepreneurs asking for my email, promising me some type of value for opting in, but sadly failing to deliver on that promise.
While I love hearing about someone’s personal story and how they came to entrepreneurship, what I’m looking for is something that will solve a problem for me as a customer. At least 8 times out of 10 I receive a series of multiple email promoting a brand story, then after 3-4 email an upsell to buy a product or service. It’s like they completely miss the “consideration,” phase of a sales funnel. In this economy, money is tight, and competition is stiff, show me as a consumer what sets you apart and why I should consider spending money on your business. Take the time to research your audience, what they need, and develop a content that can help them. Don’t underestimate how important this is in helping a potential consumer judge if you are worthwhile in investing in.
To my classmates, what are some similar examples that you have experienced in receiving a poor email marketing strategy?