I have been doing some email content strategy for a couple of corporate clients lately… and something really pissed me off.
Email marketing ain’t dead, people. The latest stats say it can yield an ROI of 4,300%. If you do it right — use it to nurture relationships and add value, not to spam people.
Back to those clients.
Client #1 (CTO of a SaaS company, not a dud) wants to have this and this and that in the newsletter. So much stuff that made me and the designer or anyone who has a brush with user experience design or conversion optimization cringe.
All because “the other guy” does that in their newsletter.
So I asked point-blank, “what’s their metrics showing? Do you know for sure that’s working for them?”
Client #1, “oh, good point. We don’t know.”
Case closed, and we move onto making better and prettier emails than the other guy.
Client #2 has an email sequence that goes out to stone cold leads.
He showed me a series from another business that apparently was doing very well. He modeled his own emails after it and the result was nothing close to awesome.
That email series made me (and any inbound marketer/copywriter worth her salt) want to scream.
It basically says, from the very first email (to stone cold leads), “yo, just buy my stuff already.”
That “other guy” is doing well NOT because they’re sending out obnoxious emails. They’re just doing well in spite of it.
Even though client #2 (CEO, MBA, double Ivy, smart dude all around) and this other business share a similar audience, they’re selling products of a very different nature.
They require a completely different dynamic and relationship with the audience for success.
No wonder copying the other guy’s stuff doesn’t work.
Just because “the other guy” is doing something doesn’t mean (1) it actually works and (2) it’ll work for you.
Go back to the basics for a moment. Be client/customer-centric — who’s your audience? What do they want? How do they talk about it? How do you deliver value? Why are you relevant?
Why should they care about what you’ve gotta say?
Respect your audience’s headspace, time, and inbox. Don’t send crap content out of FOMO.
Ling Wong :: Intuitive Brainiac | Creativity Mentor | Copywriting Alchemist. Author of Copywriting Alchemy: Secrets to Turning a Powerful Personal Brand Into Content that Sells.
Through her unique blend of marketing coaching, Content Experience Design and copywriting process, she helps the maverick-preneurs uncover, articulate & transform their WHY into content that connects, resonates and converts — by way of an intuitive yet rigorous iterative process born out of her Harvard Design School training and 15 years experience in the online marketing industry.
Ling is Inbound Marketing, Content Marketing, and Email Marketing certified. Through her writing engagements with various SaaS and marketing companies with the goals of driving organic traffic, building readership and increasing conversion, she’s well-versed in topics including online marketing, content marketing, eCommerce, conversion, UX, social media marketing, and more.
She helps coaches, consultants, service professionals, solopreneurs and small businesses apply these best practices to their specific business models and circumstances.
Ling is an avid cyclist with OCD (obsessive climbing disorder,) runner, and chocoholic.
Access her Content Marketing in Plain English webinar series here.