“Email marketing is dead!”
“Jon Snow is dead!”
“Everything is dead!”
There are so many articles out there claiming email is “dead”. Because of course, what the world really needs is a billion blogs talking about the same marketing anxiety. Remember the good old days where the internet was pretty much just a place for illiterate cat memes? Ah, memories…
But think about the last time you received an email. I’ll take a wild guess and say it was this morning when you were pouring your first cup of Monday morning coffee.
You see, just like a certain fur-donning northerner, email certainly isn’t dead.
In fact, it’s a vital aspect in the world of inbound marketing (or “content marketing”). This is because inbound marketing draws the right people in, instead of pushing a product or service onto anyone at any given opportunity.
To do this, you must make sure you’re sending the right kind of email to those who will appreciate them. Think about the spammy emails you get sent after buying something from an online store. Are you thankful for them, or are they annoying as hell?
There are loads of ways to make sure you’re not that guy. This includes setting up gentle, nourishing, and timely emails for your campaigns, and making sure they provide valuable content that your contacts are going to find useful. It all starts with research on your buyer personas to find out their likes, dislikes, pain points, and how you can answer the questions they might have.
Another way is to write like you’re talking to an actual person. Seems like a no-brainer, but the amount of emails that are thoughtlessly crafted around boring, desperate marketing information and sent out to the masses is staggering. Make it personal, human, and as if you actually want to get a reply from your contact. Because isn’t that the whole point of emails, anyway?
Using this lovely infographic from Matt Banner at On Blast Blog, we’re going to show you how well-thought out emails can actually be a really impactful tool for inbound marketing, and what best practices to follow when writing them:
Credit: On Blast Blog