Ten years of experience, ten billion emails 40,000 customers – the data doesn’t lie. My name is Adam Eleiko – a CEO, and I’m super excited to talk to you about how you can take your email marketing to the next level with advanced product research from Shopify.
In the 90s there was a popular TV sitcom called Seinfeld, and it was a story about three guys and a lady and their lives over ten years. Each episode had a great storyline that included a problem and solution which kept the people satisfied and hungry for more – hence the ten-year duration.
Now why am I telling you about this show, and why am I talking about why that’s essential to email marketing is very simple, it’s all about social connection. Seinfeld had a cult following, and in fact, when the sitcom ended, there was an uproar from followers demanding that it continue.
What’s fascinating is how the sitcom created a connection with the audience in a way that was very difficult at the time, remember there were no social media platforms. Seinfield was relatable and when you look and talk about Jerry Seinfeld or George Costanza from that show – you remember them vividly and growing up in the 90s myself I can see their face, and I can remember how their personalities.
Now, I want you to relate that now, pull it back and think about email. So with email, it’s straightforward. An example – this is a super simple example I wrote it out real quick just to show you, and it says:
Hey it’s Jimmy and I have a brand new product that I found using a dropshipping product research tool and it’s called email tools. Email tools are a way to create timers, surveys, videos, personalized images for your email. Go check it out right here. Thanks. Jimmy.
I wrote that email just to say hey that’s a sample email that you could write to your audience or your tribe. The message says I’ve got a brand new product and did I explain that product? Absolutely, and I told them what it can do, but it was done in a way that’s exciting and informational however it could have been better if I used the three e’s or used the Seinfeld experience.
Now the second email is the full experience.
Hey it’s Jimmy, and as you know, I’ve been an email marketer for the last eight years, and in those previous eight years I’ve been watching email evolved – I’ve seen different things that have happened with email, and they’re quite exciting. You know when I first started my email business, I was really excited to send an email – everyone opened those emails and clicked, and I made sales but fast forward to 2016 I’m having issues with people actually engaging or clicking on my emails, so I ran to my friend, and he started to show me a brand new app that’s been testing called “email tools”, that allowed me to create highly engaging emails that help you get clicks.
Think about what you just read and how different the two email present the product. Both messages told the same story, but the difference was the connection that was created in the second email. When you tell a story, you make people want to learn more and at the same time build customer relationships and improve customer retention.
Learning why customers buy from a company over another is vital. Remember more often than not your products are not unique and the can be purchased elsewhere, i.e. from your competitors, so with the Seinfeld experience, you’re creating a relatable experience, with emotion that people respond to and feel connected.
Always create a great story that’s exciting with the three e’s (enticement, enablement, enrichment), using a strategy that leverages all the different powers of persuasion to increase your engagement. Engagement is the actions taken by your email recipients, i.e. opens and clicks. Opening your emails and clicking on links within the email marketing message.
When you have honed a system and process that seamlessly brings together cohesively a series of email messages, that create intrigue, interest and action from your email recipients, your business will achieve more sales irrespective of the product you’re selling.
All right, so just to recap., you’re creating a human connection with a story which you develop over a series of email messages. In the story, you’re addressing a problem or a conflict which people find relatable. Finally, you’re presenting the solution or reason for your email recipient to take further action, i.e. click on the link in the email, and then the rest is up to you to close the sale. So there we have it – my interpretation of the Sienfield experience.
However, it’s not job done as every marketing campaign needs your attention and ensure the contents really do relate to your intended audience. Make sure you focus on capturing personalized customer data so you can develop marketing campaigns that appeal to your desired customer demographic. Your goal is always to improve the opens and the click-through rate (CTOR).