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1 minute read
If I had a dollar for every time I read “your emails must be relevant”…..
What does it even mean?!
Relevant to whom?
Unless you read their minds, you can’t possibly know what is relevant to your subscribers as people.
But there is a way most email marketers miss, because they focus more on the “email” part and not enough on the “marketing part”.
The Customer Journey.
If you plan it properly, and set your segmentation accordingly, the magic happens: your content becomes relevant to WHAT THEY WANT.
How?
Like this:
➜ Did they download a free guide on dating? Don’t write about divorce.
Write about everything related to dating.
➜ Did they watch a webinar about homeschooling kids? Don’t write about the best Ivy League in the area.
Write about the challenges of parents who decide to keep their kids at home, the positive aspects and anything else related to the topic.
On some emails, add a survey, ask a question, keep them engaged, so that you can collect more of what is relevant to them.
The customer journey is there for a reason.
It tells you where they come from and where they want to go.
You just have to stay on track and not get distracted by what you think they want.
If you listen, they will tell you.
Pretty straightforward, isn’t?
However, I still see so many newsletters and sequences talking about random stuff I didn’t ask for.
I have this guy on my list who lured me in with the promise of showing me how to make money and now he writes about something completely different.
The promise you make when they subscribe is the reason why they allow you to contact them, and the secret to convert them into buyers.
So many people use their emails like a blog or a personal diary, but this is not what emails are for.
A blog post is the result of a keyword search, while with emails, they are somehow trapped and forced to read what you decide.
The least you can do is to listen to what they wanted in the first place and give them that.