Ask a million marketers what every email should contain, and you’ll probably get a million different answers. Compelling message, eye-catching images, attention-grabbing tagline, and intriguing offer would be among the leading responses.
Anyone providing the above answers would get a correct mark next to his or her name. All are undeniably valid. Amazingly, however, many marketers would neglect to mention a critical component required by all email campaigns – the customer. That’s right. Every email sent on its merry little way must have the customer built right in. Whatever the message, content should reflect the attitudes, expectation, and objectives of your target market.
Create a Customer Image
When developing an email message to align with customers, don’t think of your market segment as a mass of anonymous shoppers hungry for goods and services. Instead, envision members of this important group as individuals — real people with real situations and interests. Maybe your customer is Robert, who works as a salesperson and enjoys smacking a golf ball on weekends and holidays. Your objective is creating a vivid profile based on key demographic data. This sets the stage for a personalized message readers readily identify with and respond to.
No Room for Guesses
It’s important to avoid guessing games with your email message. Don’t rack your brains for the answer to: ‘How will Robert react to our content?” This is a road to nowhere. Instead, determine how well your message syncs with the customer’s life profile. If the connection is solid, you can anticipate positive results.
A big part of syncing up with customers is defining your brand. What is it and what does it mean to consumers? Once you know who you are and what you’re about, make sure the answer shines through in everything you say about yourself – from the text in your subject line to your closing offer.
If you have any questions or comments about developing an email campaign, or about any other brand-related topic, feel free to send them our way!