Email marketing is a service. Customers have chosen to subscribe to your brand. In exchange for their business, they expect to be surprised and delighted with a personalized, inspiring experience.
If you want to drive the marketing results you want, you need to be thinking about the experience you’re delivering. What are the benefits for the subscriber?
It’s important to remember that email is an inbound marketing channel. Customers have chosen to come to you. You have to give them a reason to stay.
As well as adopting a customer-centric marketing approach, you need to remember your audience is human first and customers second. You need to market with kindness and a human touch.
Marketing with kindness
Marketing with kindness, putting the human touch back into your work, has huge benefits for you and your business.
Modern marketing relationships are built on a foundation of trust. Customers trust cash app database word-of-mouth and recommendations above any other form of advertising and marketing. Building customer confidence and trust in your brand will turn one-time customers into loyal brand advocates. And that’s the ultimate goal.
Customer-centric marketing, interwoven with kindness, is the only way brands can deliver experiences audiences want to share. When audiences leave an interaction with your brand feeling positive, they’re going to remember you.
What is kindness in marketing?
Have you ever received an email around Mother’s Day asking if you’d like to opt out of holiday marketing?
That’s marketing with kindness.
It’s about being compassionate and understanding of your audience – recognizing that they’re human and talking to them as such. Marketing is only effective if you understand the needs of your audience. When you take the time to get to know your customers you can deliver them an experience that far exceeds their expectations.
Taking into consideration things such as customer feelings around holidays, causes they’re interested in, demonstrating compassion and shared values is a guaranteed way to build customer trust.