Here are two things marketers know for certain: Emails can help accomplish brand goals, and consumers value discounts. Knowing these, many brands have combined both strategies.
At a time where it seems everyone is looking for new and exciting ways to deliver attractive content, many marketers are left wondering if emails always have to rely on brand offers and deals in order to be successful.
Interestingly enough, they don’t. The true star ingredient in the recipe for success lies in one five-letter word: value.
Let’s think back to what makes brand offers and discounts so appealing in the first place. Most experts would say that’s it a result of brands giving consumers something that makes their shopping experience more appealing. They elicit psychological responses like joy, they can lessen the pain of parting with money and may make the consumer’s job easier. In short, they offer value.
Why is this important? As a brand, you want to establish yourself as a credible source in the marketplace that can be trusted to provide consumers with quality products and services. This is one way you can work to ensure that consumers will support your brand in the future through monetary means or by sending other customers your way.
Your email marketing is one channel consumers will use to measure your ability to fulfill their needs or provide valuable information. Knowing that consumers are more empowered than ever before and are constantly met with new brands vying for their attention, it’s especially important that you are able to use email marketing strategies that resonate with your audience.
How to measure value
So how is value measured and how can you create it in your email marketing campaigns? We suggest asking yourself these questions:
1. Do your subscribers actively engage with your email marketing?
2. Can they rely on your emails to provide relevant information?
3. Are your emails going out consistently?
4. Are your emails aligned with your brand?
5. Are your emails properly tailored/segmented to their respective audiences?
Sure you'll have your standard email metrics for measuring success, but looking at these questions can be another critical indicator.
How to create value
Creating value requires you to know your audience frontwards and backwards. You should have an idea of what content works best for them. This is where first-party data will come in handy; the more you know about your customers, the better you can service them.
If you have customers who need that extra push to visit your website, remind them of the limited-time promotions you have going on or the items they previously viewed. They’ll be thankful that they won’t be missing out on an exclusive campaign and that they can grab eye-catching products before it’s too late. If you have customers who respond well to loyalty-related emails, send them reminders of how many points they gained, thank them for their patronage, or send them personalized messages regarding their time as a customer.
Your content doesn’t have to always include discounts and deals in order to speak to your customers and their interests. Value comes from providing your audience with information that can enhance their journey with you.
