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  • Writer's pictureClaire Elbrow

Reasons to celebrate today!

Firstly and most importantly, it's #NationalBiscuitDay today - a totally top day in our books!

Secondly, the GDPR panic is over for the time being, and your fully subscribed data list is back on track, albeit probably an awful lot smaller than before, what can you do to ensure you make the best of it?

So, don't panic! One of the benefits of GDPR is that your shiny new list should be full of people who are keen to hear from you and more engaged to your offers, so take some comfort in this.

The basics of email marketing will not change much. The key to communication is ensuring you understand that your outgoing emails, and in fact, any marketing message needs to be all about value for your customers and meeting their needs - not about your product or your service.

When you understand creating value, you truly can see your business through the eyes of your clients of customers.

When you are composing your newsletters, keep your target market in mind at all times and keep the benefits of your product or service right up there too. What problem does your product or service solve, how does it help them in their business or family life, what obstacles or barriers does it break down. By shifting your focus to creating value, you will start to provide content that focuses on their needs. You will begin helping your customers and stop selling!

One thing which does remain exactly the same is the need for a potent subject line! Your subject line needs to induce your recipients to open your email, and once they do, they expect something! If you do not provide the payoff, they will bail on you, just as they did before.

If you want to create value for those loyal customers who have stayed with you, try a mix of these:

1 Share your successes. Your success stories give a new customer a sneak preview of why and how he or she would benefit from your product or service. They are convincing proof of the value of your business to others and add credibility to the rest of your messages.

2 Case studies. A little along the same line, but sharing case studies which show the how, why and when your customer benefited from our service or product offers valuable and credible content. Don't forget to filter them to suit your list if sector or client type segment it.

3 Solve problems. If a client has had a problem which your product or service has solved, write some relevant content focusing on the issue and the way in which the problem was solved. It adds value and gives perspective and honest opinions to a new customer. You are also offering advice without the expectation of anything in return.

4 Customer testimonials. Reviews and referrals are the most potent tools that your email newsletter can have. In fact, collect a whole heap of them. Why? Very simply, they work! There offer proof that your product or service works and they drive the desired customer behaviour as they say the things you cannot say for yourself.

5 Help people learn. You might be able to write a short e-book, collate some tips, or offer a webinar to help your potential clients learn a little bit more about what you do, understand your expertise and consolidate why they should trust you.

Whatever you choose to do, you should always be aiming to offer your clients value. They will open your emails and engage with them if they perceive that it will give them some value or a service they can engage with.

If you are just starting out with email marketing or want to revamp your old approach, get in touch and we can help you on your way. We can also supply content on a regular or ad-hoc basis.

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