In Part 1, we covered why we need to more effectively engage our customers via email; outlined the three keys (Relevance, Action & Involvement) and discussed Key 1 – Relevance. In Part 2, we will cover how Action and Involvement complete the value provided by Relevance to create a sustainable two-way relationship with a prospect / customer.
2. Action
Educators know that learning is more effective when accompanied by additional stimuli, such as the use of physical manipulatives when reinforcing a math concept. Engaging an email subscriber is no different. We are not suggesting that you ask your subscribers to cut out objects or do jumping jacks while reading your email; but getting them to Act on something; a call to action, a link for further information, something that will engage them at a deeper level than the email & pray method that many follow. Another interesting tactic is the Refer-a-friend approach by including in your e-mail a section that reads, “If you are finding this e-mail helpful, click here to refer-a-friend;” if done properly, your subscribers become more than readers, they become advocates. By providing value beyond the 4 corners of your email message alone elevates your communication from a mere one sided conversation to a supportive resource on topics important to both you and your subscriber and through the appropriate use of external links, you motivate your subscribers to keep opening your e-mail time after time as they expect to find value with each message.
3. Involvement
As illustrated in the first two keys, it is tremendously valuable to present relevant information and be viewed as a resource to your subscribers; in this next key, we increase our value but relinquish control as we encourage our subscribers to become involved (not just with us) but with each other. Opinion polls, message forums, blogs & online communities are means by which we can encourage peer-to-peer involvement. If we want to engage our subscribers but are concerned about directing the involvement; opinion polls and message forums can be a great first step since polls allow you to draft the question and potential answers while message forums allow directed topic areas and comment moderation. The next two involvement areas (blogs & online communities) present bigger challenges and rewards since in a true exchange of ideas, the blog writers and community managers control both the categories and conversation completely outside of your control. These rules of engagement are new for most and you must realize that you cannot control what is said (even if it makes you uncomfortable). The payoff for encouraging this type of involvement can be great – access to honest assessments of your products / services and insight into how vocal advocates within your target community think and act.
If you want to get a better idea of what is going on in your target market in order to decide where to get involved, you could A) conduct a web search (which would provide more information than most can process) or B) use a tool like Google Alerts to get a daily or weekly view into current web and blog activity related to targeted terms – helping you identify the active sites / blogs in your space.
By utilizing these three keys to consistently engage your customers, your e-mail programs will become a relevant resource that your subscribers find value in and ultimately contribute to the development of the community at large.
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