When your customers and prospects deal with your company, they want to engage with a human being, not with an impersonal corporate identity that seems distant or unapproachable. Email marketing should forge a human connection between you and the recipients, providing a pleasant experience that strengthens bonds and increases loyalty between your company and your customers. Here are four ways to make that happen.
- Personalize mailings: Software tools are available that allow you to personalize email marketing messages, addressing recipients by name and including other elements that are relevant to individual customers. Your word processing software, CRM system or email software should allow you to include information such as customers’ names, hometowns or other relevant personalization.
- Show your personality: Email marketing written in formal, sterile language lacks power and is less likely to click with your particular target audience. Inject some of your personality or your company’s personality into your email messages. Don’t be afraid to use phrasing, references or commentary that adds color and helps show what kind of person or company your customers are dealing with.
- Add humor: A bit of humor can go a long way toward creating a bond between you and your customers. Adding humor to marketing messages can be tricky, so be careful not to look like you’re trying too hard to be funny. Avoid vulgarity or raunchy humor. Remember how much a smile or laugh means between friends, and work to create a similar effect.
- Include a photograph: A photograph will add a personal touch that no amount of clever writing can match. When customers and prospects can match a face to a message, they’re more likely to pay attention and react positively to what they’re being told.
What else could you do to make your email marketing more personal and engaging to your prospects and customers?
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