Email marketing remains a cornerstone for businesses seeking to connect with their audience. However, mastering this art requires an understanding of the fundamental principles that govern successful email campaigns. In this blog post, we’ll delve into the three laws of email marketing that not only make your emails relevant but also ensure they are welcomed by your audience.
The ‘Relevancy’ Law of Email Marketing
In a Crowded Inbox… Why Should an Email Subscriber Care?
The first law of email marketing revolves around the idea of making your emails relevant in a cluttered inbox. With the average person receiving dozens of emails daily, it’s crucial to catch their attention. Your email should provide immediate value or address a pain point for the recipient. Personalization, targeted content, and segmentation play pivotal roles in ensuring that your message resonates with the reader.
Example:
Consider an online bookstore sending personalized recommendations based on a customer’s previous purchases. By tailoring the content to the reader’s preferences, the email becomes more relevant, increasing the likelihood of engagement.
The ‘Expectations’ Law of Email Marketing
If it’s a surprise, it will be “considered SPAM”
The second law emphasizes the importance of obtaining explicit consent before sending emails. Unsolicited emails are not only an annoyance but can also be classified as spam, damaging your sender reputation. Building an opt-in list ensures that your audience has willingly subscribed to receive your communications. This not only complies with privacy regulations but also establishes a relationship built on trust.
Example:
Implement a clear and transparent opt-in process on your website, allowing visitors to subscribe to newsletters or updates. This way, you ensure that your audience is genuinely interested in what you have to offer.
The ‘Value’ Law of Email Marketing
The consumer Will Always Ask… What’s in it for me?
The Value Law centers around providing value to the reader. Every email should answer the unspoken question, “What’s in it for me?” Whether it’s valuable information, exclusive offers, or entertaining content, your emails should enhance the recipient’s experience. By consistently delivering value, you foster a positive perception of your brand and encourage long-term engagement.
Example:
A fitness app sending weekly tips on healthy living, workout routines, and exclusive discounts on fitness gear not only keeps the audience engaged but also positions the brand as a helpful resource. Battering them with emails about your new app that you’re proud of but they don’t care about… that’s not delivering Value to your subscriber.
Conclusion:
In conclusion, mastering the art of email marketing requires adherence to these three fundamental laws. Ensuring relevance, obtaining opt-in consent, and consistently offering value to your audience are the cornerstones of a successful email campaign. By following these principles, you not only enhance the effectiveness of your emails but also build a strong and engaged customer base. Remember, in email marketing, it’s not just about what you send but who you send it to, and when you send it that makes the difference between success and failure.
