Email marketing is one of the most abundant methods of generating sales online. The biggest advantage of email marketing is that it allows you to get repeat business. Yes, you can spend a thousand dollars on pay per click or some other form of advertising and double your money in the process. But why take the hard route when you can build a base of LOYAL customers through email marketing?
If you launch a new product or want to recommend a new service, you simply have to write an email and hit “send”. It’s almost like having your own money printing machine. However, despite the fact that email marketing can be such an immensely lucrative marketing strategy, many people fail miserably at it and actually lose subscribers.
The reason – they commit the fatal mistake of not endeavouring to build a real relationship with their clients. Instead, they just promote, promote and promote. If you want people to buy from or through you, you have to come across as likeable and trustworthy. If you’re not being relatable, you are essentially like that telemarketer who is calling people from halfway around the globe and trying to pitch them some lame service.
How do you personally respond to such telemarketers? My guess is - you get irritated and slam the phone down. You might even be rude if you’re having an exceptionally hard day. Well, that is exactly the reaction that you draw out of people when you keep badgering them to make a purchase.
The first rule of business is that your interactions with people should be positive and you should contribute something valuable. If you do not contribute, you are just like a leech that’s sucking the energy out of the interaction and this is very off-putting. If you do this, people will unsubscribe from your mailing list and not even read your emails – even though you may be pitching them an excellent product or service.
Take the example of your favourite celebrity. When they’re featured in an ad for a product, they don’t just say – ‘buy this product.’ That would be downright silly. Instead, they try to showcase the product as 'cool’ and ‘having high value'.
The product manufacturers realize that the public already has a positive relationship with the celebrity. Hence, they leverage this relationship to get people to buy their product. Get your head firmly around this universal fact – people buy products that make them feel good. In fact, people don't even care that much about products. They care more about feeling good.
For example: Apple™ products are quite overpriced. Sure, Apple makes great products but there are tens of other similar products that do the same job at half the price. Still, everybody who can (and cannot) afford an iPhone has one.
Why – Apple has built a rock solid relationship with its customers. So strong is people's brand loyalty towards Apple that they are unwilling to consider other products even though they are way cheaper. That is the power of relationships.
Here is another example: Coconut water is really healthy. Some call it the elixir of life…blah blah. Well, the world is not hooked on coconut water – but it is hooked on Coca Cola™ and Pepsi™.
Why are people drinking these drinks instead of the healthier alternatives? Simple - Coca Cola™ has invested millions of dollars in building a positive relationship with their clients. The company has hired celebrity superstars to endorse their drink. They’ve invested billions in advertising to feed the message of – 'open happiness' into people’s brains.
OK, Apple™ and Coca Cola™ are multinational corporations. They have billions to invest in advertising and you don't. So how does all this apply to you? Well, you may not have that much money but the principles of marketing remain the same. You do not have to pay a celebrity to endorse your product. However, you can surely send your subscribers an email featuring a success story.
This will give them confidence and they'll feel that they too can replicate the results. You can send them a mail featuring an interesting experience that you had with the product/service. Try one of these proven relationship-building tricks the next time you send an email to your subscribers:
- You can send them motivational content.
- You can get them to take part in contests.
- You can organize free seminars/webinars.
- You can teach them some tricks, practical ways to achieve their goals.
- You can organize give-aways. You can keep them updated on the latest and hottest news in your niche.
There is no limit to what you can do to strengthen your relationship with your subscribers.
The best marketers focus on creating highly relevant, kickass content and then share it with their subscribers – usually for free. This is what students of Inbox Blueprint have learned, and they do it because it works. Their subscribers never ignore their emails. In fact, they wait in anticipation for the next one. These marketing pros hardly ever talk about sales. They know that if the relationship is great – sales are inevitable.
Simply put, stop pestering your subscribers to buy your product. Instead, just focus on sending them awesome content and try to build a real relationship with them. This helps you to create trust – which is extremely hard to come by, especially in internet marketing.