Happy Throwback Thursday! Newsletters continue to be a hot topic, case in point: The recent launch of Lenny from Lena Dunham and Jenni Konner. Here are some tips for making your email newsletter more effective at building relationships with your readers — which is the first step toward meeting your bottom line goal (whatever it is). This was first published back in November 2014 by ClickZ.com as part of my email marketing column. Enjoy!
I’ve been thinking a lot lately about relationships, conversations, listening and email marketing.
Quality conversations are the key to building and maintaining relationships; this is true whether the relationships are offline or online, business or personal, between two people or between a person and a brand.
With the rise of social media, it’s easier than ever for customers to communicate with brands. And there’s now an expectation that brands will not only listen but respond.
One of the great things about email, especially email newsletters which are a content marketing tactic, is its ability to help you cost-effectively build and maintain relationships with customers and prospects. But it’s not enough to just talk at your subscriber base via email; you also have to give them opportunities to respond and you, as a brand, need to listen. Now, even more so than in the past, the email relationship needs to be a conversation.
But how do you do that? Read More →