One of the Biggest Secrets to Effective Email Marketing

Every email you send to a potential client or current client can be considered email marketing. But the only effective email marketing actually acts to enhance your relationship with your client.

Some common email marketing examples you might be familiar with are online newsletters, ezines, promotional announcements, e-courses, and informational auto-responders

Now, if you’re anything like me, every week you sort through tons of these kinds of emails. Some of them are really important to you and get opened and read right away. Some get deleted instantly without reading. And some get marked as SPAM and end up in your junk mail folder forever.

You know how this works for you… but in your business, how can YOU be certain YOUR CLIENTS not only open and read your emails, but actually look forward to them! How can you guarantee they won’t just file your emails as SPAM and toss them in the trash?

The answer? Only send emails that GIVE VALUE!

The folks getting your emails need to immediately and consistently perceive the value in your emails. Then, and only then, will they look forward to opening and reading them over time. If your email doesn’t deliver value, no one will read it. Nor should they!!! (And sooner rather than later, you’ll find yourself with one less person on your email list!)

To be clear, giving value means solving a specific, top of mind problem for your client. It means giving them something they not only asked for when they signed up for your list, but that will instantly help them improve their life. (By the way, sending out only promotional announcements and opportunities to buy your products and services does not count as giving value!)

I invite you to do a little experiment. Take a look at the newsletters and emails you open and enjoy reading every week. Compare them to the ones you delete and unsubscribe from.

I guarantee the emails YOU open are chalk full of value in one form or another. Maybe they offer you free and relevant tips. Maybe they offer you heart-warming stories that make you smile and give you a lift. Maybe they give you great advice and links to helpful resources, informative videos or instruction on a subject you are interested in learning more about.

The bottom line is, every single email you open and read was opened and read because you believed it would improve your life in one way or another.

Do this with your clients, and strengthen the trust so when you do want to offer an opportunity to purchase something from you – they’ll be thinking, “Wow! If I got all this other great stuff for free, I wonder what I’ll get if I pay for something.”

And that’s when you know you are doing it right.

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