Applying the principles of dating in email marketing

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Email marketing is effective only if you can build an amicable relationship with the subscriber. Isn’t it the same way in dating? To win over someone, you ought to befriend him or her. After all, friendship is at the cynosure of all successful love relationships. Similarly, if you become friends with your subscribers and understand them well, you can create better emails that deliver more value.

With that said, email marketing is a lot similar to dating. Here’re some key similarities between the two.

1. Try to build trust with your subscriber

Trust is the foundation of all relationships. It enables effective communication and holds the relationship together. You would not go on a date with a stranger or with someone you do not trust. Same applies to your subscribers. If they cannot trust you, they would neither buy from you nor engage with your email.  To put it in other words, when you have a date, you know the details of that person. From whom you are meeting to how do they look like, you have all the information about them. You don’t just randomly knock on a stranger’s door and expect them to go on a date with you. The same is the case with email marketing too. When a prospective buyer connects with you, they are surely going to expect some value from you. So, get going and offer them something worth valuing. From an informative newsletter and a creative welcome email to an exciting discount, there are lots of ways to make your best first impression in front of your subscribers. Remember, the first goal of any email marketing campaign is to know your subscribers well while winning their trust. Therefore, rather than jumping towards conversations and profits, you should better go with the flow and extract details about your subscribers. Take this analogy into account – when you go on your first date, you don’t think about getting married right away. You look towards knowing your date and hanging out a bit before taking the big leap. In short, whether it is email marketing or dating, it is all about hitting the right chord at the right time, thereby building life long, trustworthy relationship.

2. Knowing about interests is the key

If you have dated anyone, you would understand how important it is to know about the interests and preferences of your respective partner. From their food preferences to movie interests, you need to know it all to have a worthwhile dating experience. Consequently, email marketing is no different. You need to get hold of your customer’s likes and dislikes to have a long-lasting relationship with them. Therefore, you must let the customers decide the type of information they are looking forward to getting delivered in their inbox. Once you know about their interests, make sure to send content that’s relevant to their interests and see how it makes them convert with ease while elevating your ROI and profits like never before.

3. Communication is critical

Communication is important. Regardless of it being a relationship or an email marketing campaign, striking a chord with your partner and customer is imperative. However, doing all the talking alone can have a negative impact. Imagine going on a date and doing all the conversation all by yourself without giving another person the chance to put their thoughts forward. Your date will get bored for sure. The key to a successful date is not only interesting but, being interested too. This would ensure that your date goes smoothly filled with conversations that flow effortlessly. This same process goes with email marketing too.  You can build a genuine connection with your subscriber if you let them speak their mind. Asking for reviews, feedbacks, creating polls can help you do the needful. The replies can be both positive or negative. However, if you listen to it carefully, you would understand what your customer actually wants. It is a great way of interacting and bonding with your customer on a personal level.

4. Be consistent in your approach

Irrespective of it being a dating or email marketing, if you want to build a strong relationship, you need to do it regularly and be consistent in your approach. However, make sure your approach doesn’t get redundant. Well, just the way you keep date life fresh with a little bit change. Sometimes it is a dinner date and sometimes it’s a casual hang out at your house, these little transformations make life fun. Similarly, you can keep your email marketing campaign top-notch by sending regular emails. Remember not to be over-enthusiastic though. It’s better to experiment with different elements of your campaign such as fonts, layouts, discounts and offers to understand what resonates with customers and makes them responsive.

5. Keep it simple and subtle

Nobody likes a clingy partner. The ones that constantly keep nagging you, asking your whereabouts every time you are not with them. The same goes with email marketing too. After all, irritating your customers with a lot of emails is the last thing that you would want to do, right? Spamming your customers will only put you in the blacklist, resulting in damaged brand reputation. So, you better put out your best strategic foot forward and plan an email campaign that grows your relationship with customers smoothly. Sending reminders, newsletters and sales pitches are some of the many ways to devise your email campaign properly. In addition, a surprise mail with a discount once in a while is also a great idea to boost that relationship further.

Wrap up

Dating, if done right can be the first step towards a fulfilling relationship. From being truthful and interesting to be able to carry out a conversation and make a personal connection, these are few of the many ways that a good partner does. Similarly, email marketing is done in an apt way can easily convert emails into sales. All you need to do is take elements like relevancy, personalization, consistency and simplicity into account and you are good to go.

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About Author

Chris sent his first email campaign in 1995. He’s worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government agencies in all facets of their email marketing and marketing automation programs. He’s also a BIG baseball fan, loves a good steak, and is mildly obsessed with zombie movies.

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