But wait, isn’t email marketing all about writing to our customers?

Time and time again I get emails that look like they are centered around me, my interests, and what may be going on for me as a potential customer, but what they really end up doing is trying to sell me a product, without getting to know me.

That doesn’t feel good.

In all my observations over the years, one thing I constantly do is research email marketing and how it works. What works best to convert potential customers into paying customers – eventually.

It’s not the hype-y headline or the gimmicky offer.

It’s not the schmoozey feel that sounds like the writer knows me, but doesn’t hit on any of my pain points.

It’s the real messages that, not only speaks to whatever issues I have going on, but offers me a real promise of helping me through it – whether I buy from them or not.

To me, that makes me more intrigued than ever.

It also shows a sense of integrity.

Why?

The brand is willing to give me something unconditionally. No strings attached.

Whether I buy from them or not, they’re trying to help me. They know enough about about my challenge or issue to offer me suggestions I could use – today!

I’ve been reminded recently about the “old school” marketing tactics.

Going to association meetings and trade shows and actually speaking one-on-one with potential customers.

Those conversations become relationship builders.

Within those conversations is real detail and depth around what’s going on with the person standing in front of me.

This information, this data, is the good stuff that you can use in all of your inbound and content messages. To your reader, it feels like you’re writing directly to them because your message relates to them.

Real customer-centered messages.

Not bullshit marketing speak, just real insights and observations, summarized for the reader, with possible ideas and solutions he can implement.

When I get emails like that it makes me feel like they really get me and what’s going on in my life.

Even though there is no hint of an offer, or a mention of a product or service for sale, they’ve got my attention. They’ve cornered my interest.

They’re centered on me.

And that makes me want to buy from them even more.