Email Marketing is a core component of the Digital Marketing Channel and the companies that are making use of this form of marketing has to find the right balance between delivering value and promoting its products and services. That’s the only way to ensure the longevity of the subscribers of the business in order to foster and maintain their loyalty.
If a company continually mails out about its products and services without providing value to the market place, that business runs the risk of appearing ‘spammy’ and many of the business followers will become annoyed and may well take their business elsewhere.
The thing to do is to keep providing massive value in terms of that which is required by the marketplace and; condition the business followers to expect this quality information in line with making purchases from the business.
So, finding the right balance is of paramount importance to keeping up the brand equity of the business. Most business followers obviously appreciate and know that a company exists to provide value and to generate revenues and will have to promote offers every now and then to cover business fixed costs and generate the aformentioned profits.
So, if a business executes their email marketing strategy well, their email list and followers will be supportive of the business and will purchase products and services that are recommended. Email marketing is all about having a relationship with the followers of the business and; just like every relationship there will be give and take as the relationship grows.
From this point on we’ll look at 3 methods that anyone can employ to strike the right balance between providing value and generating business revenues through promoting products and services.
Provide tools and tips
Your subscribers are on your list to learn from you. They’re looking for information that can help them with whatever their business goals are. If you are a health company and have a weight loss list, your subscribers will want to know tips and tricks to lose weight. If they’re on a gardening list, they’ll want to know the latest methods to grow healthier vegetables or have a better garden.
Your job as a business owner and email marketer is to share pertinent, useful and applicable information to them on a regular basis. It’s imperative that your knowledge be shared so that they can learn something from you. Share with them what works for you. This will keep them hooked to your emails and they’ll be less likely to do business with one of your competitors.
Giving gifts or bonuses
If you are all about promoting relating products and services to your followers you may need to give attractive bonuses to woo your list so that they make the recommended purchasers in order for you to receive commissions into your business. Depending on the market sector that your company operates within potential buyers may look around for the best related bonuses before they make a purchase.
So, you’ll want to set up a related and beneficial bonus as and when you can. If your business has the tendency to provide enough value, the followers of the company may well purchase from you just because based on the relationship that you have built up with them.
It is a delicate balancing act here to get the list to purchase without always expecting a bonus… but it can be done. If you’re operating within other market sectors you could give out gifts like free reports or discount coupons or get special deals for your list that isn’t available elsewhere.
Offer help when you can
One of the best ways to increase engagement with the followers of the business is to always be readily contactable. If you run a successful business and are a successful marketer of your products and services your staff will and other virtual assistants will be appropriately skilled up.
One tactic that you could employ is to ask your followers to contact you if they have questions or need help… and when they do provide the relevant assistance based on your level of expertise. If you do recommend other products and services other than your own, you can always help them with any issues they may face getting their purchase to operate within their business efficiently. Be proactive and do what you can to make your customers and business followers to achieve their goals.
Finding the right balance is all about showing that your business is one that listens and cares about its customers. Overdeliver and help whenever you can… and when your company is ready to offer its products and services your customers and followers will support you and therefore your business revenues will grow. “You can get everything in life you want if you will just help enough other people get what they want.” – Zig Ziglar