In 2015 and beyond, business is about trust and relationships.
If you’re the company that blasts everyone once or twice a month, and that’s all you do, you come across like a money-hungry monster that doesn’t care about your customers.
On the other hand, if you take the time to learn about your market, and then use those insights to drive nurture campaigns, you’ll build genuine trust and rapport, whereby people will choose your company over your competitors, even if your competitor offers them a cheaper price.
How do we figure out what information to send our database so we’re not just blasting them with offers/discounts/promotions?
You have an unlimited number of topics to talk about.
Here’s the mattress example from Leesa again:
- what goes into a good mattress
- the dangers of sleeping on a bad mattress over 10 years and how it affects your back, posture and digestive system
- how the old, bloated mattress industry is cheating consumers with their inefficient distribution model
- the science of good pillows
- why the thread count of your sheets matters
- Spotify playlists that are perfect for sleeping
- the best 5 alarm clocks for waking up in the morning
- famous early risers
- the science of sleep and how our sleep quality (or lack thereof) affects our health and wellbeing
What if you’re selling cosmetics and beauty products?
- how to protect your skin from the sun
- how these 5 celebrities keep their skin young
- how to make yourself look like Angelina Jolie
- why hot showers are bad for your skin
- 10 foods that make your skin glow
Let’s try something boring, like outdoor furniture.
- the ergonomics of outdoor furniture
- 5 party ideas for the summer
- our favorite party playlists on Spotify
- the best ice cooler for your beer
- 7 amazing backyards
- 3 incredible treehouses
- 5 plants that increase your outdoor ambience
- Not boring enough, apparently. I’m trying to find something that’s so boring that I can’t think of anything to send them other than promotions. Ask me in the comments and I’ll keep trying.
How about toilet paper…
- the myth of 3-sheet toilet paper
- why soft toilet paper is bad for you
- 5 amazing ways to protect the environment with your toilet
- weird gifts you can make with toilet paper (like origami)
- 7 crazy ways people are using toilet paper to improve their lives (without being in the bathroom)
- what your toilet paper choice says about your personality
There is no limit to the amount of things you can write about, even if you’re selling something as boring as toilet paper. If you can’t think of anything, you aren’t thinking hard enough.
Whew. Now that we’ve covered best practices and frequently asked questions, you’re probably wondering…
Waaaait. Don’t go without making a note to execute on this.
Grab a pen and paper. Or open up your favorite project tracking app. Write down the 7 campaigns here as well as the best practices, and pick a date to get started on the first one. Remember, the sooner you start, the better. Every day without these campaigns is a day with more lost sales.
Need help getting started? Download these 7 responsive ecommerce HTML email templates. I created 1 template for each campaign here – 7 templates total. They’ll get you started down the path of awesome email marketing.