There is more to email marketing than newsletters. If this is the first time you’re hearing this, then great. You can easily make changes to your email marketing strategy.
There are 12 different types of emails you can send as a marketer. A newsletter is only one of them. So, if this is all you have, you’re only harnessing less than 10% of email marketing true potential.
In addition, it is important to note that your newsletter may not actually be a newsletter. If it is ridden with content about your products/services, then that is not a newsletter.
You might think that this is just a play on words, but trust me, it’s not.
It is how global and successful organizations differentiate the marketing emails they send.
What does this mean for you?
Email marketing is not limited to newsletters.
If you believe that product/service discounts in your email marketing are the only content you can send, then you have to start looking outside your own organization and industry.
Subscribe to newsletters of other organizations. If they have email courses, enroll in one. Download some white papers or eBooks. See if they have some lead nurturing emails after that.
Study them. Analyze them. What do you like? What do you don’t like?
Lastly, and the most important one when doing this exercise, look at it from the perspective of the user in that specific context.
Don’t wear your marketer hat; otherwise, this will make you look at the wrong things.
Oftentimes, as marketers, we are enamored by what we see other marketers do. But we will never know for sure if they are bringing in results.
Just ask yourself, do you trust the quality of a brand that is always on sale?
(You have a couple of brands in your head right now, huh?)
While you may see a spike in revenues after a sale, do that long enough and you’ll train your customers to stop buying at regular prices.
You’ll end up having to discount over and over in order to reach the same revenue level. This is the same tactic used by majority of organizations — one of which I wrote about before. The company is now closed.
Do you want to follow in their footsteps? Or would you rather be different and have a better chance of being successful?