I was hosting a webinar this morning and one of the questions I was asked was now that everyone is on Facebook and Twitter should I place less emphasis on my email strategy?
In a word ‘NO’, but here’s why.
You have to think of email not so much as a concrete channel and more of a method of communicating. Here’s an example.
I recieved this message in my inbox from Amazon.
You’ll note that it was this ’email’ that started this whole process. But here’s the offer, “Subscribe to a free Science Fiction & Fantasy digest subscription on my Kindle“.
And here’s what’s brilliant about it.
I subscribe to the digest, and they send me updates “bimonthly” direct to my Kindle. Three very powerful marketing principles kick in here.
1. I have given permission to recieve the digest.
2. I have moved to a new segment (Kindle SciFi fans)
3. I will read all about new book titles . . . and I will probably buy a few based on their commentaries.
You couldn’t get a better example of list segmentation and content-driven demand creation.
See if you can adapt this to your business in some way. Is there a segment that you feel are particularly good prospects for you? Can you offer them some value-add that they will eagerly want to receive? Do you have additional products that could be attached to this group?
If so, you might be on to a perfect storm marketing campaign like this one.
