A Slight Shift in Paradigm for Email Marketing
Why?
One of the email’s advantages over other communication channels is that it’s a push medium. You send your message, and it gets in front of them. This is a good thing, but it might also be a disadvantage, especially if your email messages are long because they see it, think to themselves “later,” or even worse “delete.”
How?
What if your email messages would become more pull than push. They’ll have only a subject line (the headline), and the body will just be a link. You gain two advantages: 1. They get used to this format from you, so there’s a higher probability they’ll take a look and not think “TLDR.” 2. When they do read it, it’s on your webpage where you can do a lot more than in their email client (precise tracking, pop-ups, etc.)
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Get Your Readers to Spread Your Newsletter
Why?
If they seem to be part of the production, they’ll show off to their friends.
How?
Include the following in your newsletter, something like this: “With a few clicks and in one minute, you can have your very own version of this newsletter. You can pick and choose what to include in it from a variety of articles, videos, quotes, etc. Then you can share your very own version with anyone you think might like it. Click here to get your own version where YOU are the acknowledged editor.” When they click they see a web page that shows the same newsletter with options to change a few parts of it, add other content that you already have for them to include, and even let them write a paragraph or two of their own. Then they can either type in email addresses of who they want to send it to (or use their contact list), or send it to themselves to be later forwarded to others. The newsletter is showing (and is sent with) their name prominently shown as the editor, just like the original newsletter they received had someone’s name showing as the editor.
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The Next Step in Testimonials
Why?
You know they are a useful in influencing your audience. Why not take it a step further?!
How?
Instead of just using a short quote from a happy customer, build a whole subsite for your best ones. In their own blog (running under your domain), they can have a place where they can tell their own story and how it connects to your product and their success and happiness – help them express themselves. Give them this platform and help them create the content. Interview them (preferably on video) and use the materials to create blog posts, audio file and video clips that will show both you (and your brand) and them in a good light.
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Give All Information for Free – Only Charge for Experience
Why?
Information is copied whether you like it or not. This will just get worse so why fight it. Experience’s hard to copy.
How?
Give away all of your knowledge for free. You’ll have a large and loyalty fan base. Then sell them experiences: live seminars and conferences, access to you and your staff, access to online tools, etc.
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Get More Conversions With Personalized Audio in Email Messages
Why?
Making email messages more personal is almost always leading to higher attention and conversion.
How?
Embed in your HTML emails an auto play audio file that is a greeting customized to the receipt’s name. Something like “Hi John. I hope you are using the last tip I sent you. Read this to get even better results.”
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