Part I: E-Mail Marketing for Your Startup

You have already started your company and have a great product or service to offer. What you worry about is how to attract potential customers, keep them engaged and turn engagement into actual repeat purchase. And not only that. You want it done at a low cost.

Let’s assume you have been smart enough to establish a good online presence and already have some followers and subscribers. They have entrusted you with a piece of personal information and the next step is entirely up to you. Don’t catch yourself having no clear idea what to do with that e-mail and name list. Knowing how to engage potential customers is key to making a living out of what you love most. Here is how to approach e-mail marketing and harvest the best it can offer your startup.

Bulk vs Marketing to One

If you know how most big companies do online marketing, you have surely heard a lot about: bulk list, bulk service, bulk software, bulk server. The list goes on.

Bulk means great mass, and goods or cargo in large amounts. The bulk philosophy is the exact opposite of marketing to one and making people feel special. It means sending the same e-mail with the same content to everybody. While very comfortable, you can’t afford riding the bulk wave. You have a limited customer base and no excuse for ignoring its diversity and personality. As big companies (think they) rule their kingdom of bulk, it is time you attack with your best weapons – personalized response, true dialogue and creative content. This is the way to really engage the message-saturated customers, immune to marketing e-mails.

A Quest for Instant Value

Your three weapons should have a feature in common – instant value. Think about the ubiquitous sales phrase buy now. You should address both its parts – why buy and why now?

Be very clear as to how your service or product can bring value and why customers need to act now. Describe your product and both its intangible and tangible (if any) value. Highlight how it would change your customer’s life. It doesn’t need to be a change of a fundamental nature, but the contrast between pre-purchase and post-purchase should be as distinct as possible. Why buy something if it wouldn’t change a thing in your life?

Clarity also means cutting out everything unnecessary and reducing noise in the communication channel. Avoid abbreviations, inadequate fonts, badly positioned images and excessive capital letter shouts.

To be continued…

 

The guest blog is written by Tanya Stoyanova