Email marketers want to share information about their business, products and services, but often fail to deliver information in a way that’s engaging and helpful to their recipients. It’s often one-sided and written in a way that says “this is what we want you to know about us”. Most marketers don’t consider what the subscribers want to hear.
Subscribers want to know more about your products and services, their features and their cost. If they didn’t, they wouldn’t have opted-in to your list. But what’s most important to them is how those products and services help them with their business by saving time, money and resources.
With this in mind, here’s 5 ways to re-focus your email campaigns to make them more interesting and more beneficial to your recipients.
1. Don’t Focus on a Product/Service, Focus on a Solution
Your businesses products and services likely exist because they provide a solution to their users. What is the solution that your product addresses? What pain points can users eliminate by using your service? How does it fill a hole in their business process?
Address their pain points first, then show how you can provide a solution. Tell a story of how you’ve already done so for another client or customer. Your recipient will always find that understanding solutions is far more beneficial than reading a product or service description.
2. Don’t Focus on a Feature, Focus on a Benefit
Yes, your product has a bunch of cool features. They’re awesome. But how do they benefit the user? Are they just bells and whistles or do they substantially improve the user’s ability to do their job? Don’t just list a bunch of features- show users how your product can help them do their job better, faster or easier.
3. Don’t Focus on Promotion, Focus on Education
Educate your clients and customers on how your solutions solve their problems. Educate them about how the product’s benefits lead to tangible business results. Educate them on how they can achieve their business goals by using your product.
4. Don’t Focus on Substance, Focus on Results
Messaging without purpose is a waste of time for everyone. If you find parts of your message don’t offer any value or benefit, reconsider if they should be part of your campaign. No matter what your message contains, if it doesn’t deliver results it’s not worth doing.
5. Don’t Focus on Price, Focus on Value
Price tags never tell the whole story. They let you know what it will cost to acquire a product or service, but they won’t tell you if you’ll save time, money or achieve better results by using it compared to something else. If your product’s benefits extend beyond a price tag, demonstrate the total value that it will bring to the buyer.
Are you delivering a focused message? Always keep in mind how you can provide value to your subscribers, and how your campaigns deliver on your business goals. Re-focus your message on what matters.