I read an interview with Jay Baer, (You can read the full interview here) He is regarded as a social media star, his day job is president of Convince & Convert and he also is the co-author of “The NOW Revolution”.
In the interview he says:
“Email and Facebook have the same dynamic. Both are used to keep your business top of mind among people who have given you permission to do so. Realize that 84 percent of Facebook fans are current or former customers of a company (DDB, 2011). Thus, you are preaching to the choir on Facebook just like you are with email.”
Which brings up an interesting concept. You are preaching to the converted when talking to your email subscribers (and Facebook fans and Twitter followers). Because your subscribers invite you in to their inbox willingly, and because they want to hear from you, they are among your most loyal customers. Right? Maybe. Anyway lets assume they are for now. So why keep selling to them? Why keep preaching about how awesome you are? Sure it’s nice to remind them of this, and inform people of new innovations and products, but a conversation with these people might work above all else. Give them special offers or incentives if you like, to show your appreciation of their continued support. And give them value. Ask yourself, why do these people come to you? What do you give them that no-one else does? Give them a reason to open your email every morning (or whenever it is you email them).
The best emails I subscribe too, don’t sell me anything. In fact, all they ever do is email me and give me a run down of all their best and latest information, blog posts, products, and discounts. And they make it exciting. Plain text emails don’t often make it as far as my eyes, however the colorful exciting ones that lure me in with great subject lines and great images, design and most of all great content, win me over every time.
One more time – show the love, get the love. Got it?