With so many people using social media to get the latest on your brand’s updates and sales, it’s difficult to not have them consider your email blasts as a form of spam or junk mail. But the fact that they are following and paying attention to your social media page and deleting your email blasts could be your fault. You cannot un-see an email when it is sent directly to your box because it is always there until you read or delete it, but it’s easy to miss out on an update because of the constant refreshing news feeds. However, there is a huge appeal to social media that your email blast is lacking and needs to be fixed by making it more interactive with your customer.
What Email Lacks, Social Media Promotes
Think about it for a moment, how much interaction is done with your customer audience on social media compared to email? On Facebook, consumers can like, comment, and share your posts; on Twitter they can retweet, quote the tweet, or reply; on Pinterest they can pin a product or service you promote. Users can also take part in polls, join events, and become more loyal to your brand in a short amount of time. What does email do? Just sends a message about a promotion or upcoming new feature with a link that takes you the website or social media site anyways. Of course, this is not a bad thing, but as far as creating an interactive atmosphere online and a relationship with customers, it can be tricky to find a way to be just as interactive in email as you are with social media.
Try an Email Blast Makeover
You may already have a great email blast but it takes a bit longer to get noticed and to receive the response from the customer that you want. Fortunately, there is always room for improvement. If you find that your email responses are lacking, there are some things you can fix to make it not only more appealing, but interactive as well.
Start with the title; it should be short and sweet without announcing to the world what your email will be about just yet. By that it means you can include some keywords that will be featured in your email blast so that it is appealing enough that people will want to open up your email to read the rest of what your message is about.
Now that you have their full attention, you need to make sure your message is just as concise as well. An email blast should not share every single sale or announcement from your organization that is happening at the moment; after all, social media messages do not focus on more than one single idea. Like a status or tweet, use one of your upcoming announcements to be the only focus of your email blast. If you have several different targets, create different email blasts that are targeted to their interests such as women’s clothing versus male clothing.
How to Increase Interaction with Email
Sometimes a marketing campaign for a clothing sale or annual contest isn’t enough to create that interaction with your brand. Connect your brand followers with you, your employers, and the owners of your company; the faces behind the brand. Over the internet it is easy to sell a product or service through a descriptive message, but without any human interaction like in a store, you lose that crucial connection. Include links or embed a product and service video demonstrations created by your employees. It could be a video series that occurs every once in a while or long term and each week. A face to a brand makes it more memorable and relatable to your customers by having a personal touch to your promotions. Share personal stories of why an employee decided to work for your specific company and what they have to say about it. This may seem like an overdone marketing tactic but it is the little steps to try to connect to your consumer that really makes the difference.
To mix up the media in your email blast, don’t just have your employees create the content, have your loyal fans take part too. Ask them to share why they love your product or service so much. People are more likely to believe in the quality of a brand when they hear word-of-mouth about it from someone other than the people that are selling it. With the right content and message your email will do more than bring an increase to your search engine marketing efforts, it will be interactive enough that it creates a connection with your consumers.
Other Examples of Direct Involvement
Not necessarily part of their email blasts, but organizations have thought of other ways for their fans to get involved in interacting with the brand. Through polls and idea submissions brands are learning more about their consumers: what their favorite and least favorite products are or anything that is relevant to what is going on in the news today such as which team do you think is going to win the Super Bowl. The UK bath product company, Treacle Moon, asks their fans to suggest new shower gel scents and the winners are recognized through media outlets and win different bath products. Another great example of how a company has become extremely involved in the participation of their customers is the online clothing line, Threadless. One their site you can vote for and purchase t-shirt designs with (according to their site at the time) over 2.5 million global community members with over 4,700 designs printed out of the 522,033. That’s a lot of customer interaction right there.
So now that you have some ideas to start with, where will your next email blast take you?
Kate Simmons is a freelance writer who enjoys learning about how brands recreate themselves through new social media techniques and customer outreach.