Over the past two decades, the sales and marketing industry has undergone significant shifts. However, the psychological impact of the pandemic on audiences across industries has introduced unprecedented challenges. People’s emotional processing and decision-making have constantly evolved, but in March 2020, the strategies we relied on to create effective marketing campaigns became ineffective. Unless you were in the toilet paper business, it was difficult to predict how your audience would respond to marketing messages.

Ignite Your Email Marketing Magic

Fortunately, email remains one of the most effective marketing tools at your disposal, as people continue to check their inboxes. Here are a few quick shifts you can make in your email strategy to resonate with your target audiences:

  1. Video: Communication’s impact lies in body language and tonality, with 55% attributed to body language, 38% to tonality, and only 7% to words. Relying solely on words neglects 93% of your ability to communicate effectively. While emails are typically associated with written messages, mentioning a video in your subject line can significantly increase open rates. It’s crucial to make the video feel personal and intentional. Avoid creating just another commercial; instead, craft video experiences that directly address your consumers’ pains or fears. Clearly state the action you want them to take and aim to keep the video under 60 seconds.
  2. Call to Action: The call to action (CTA) has long been a best practice in marketing, but with increased fatigue, your audience may struggle to determine the next best step. Break down the actions into small, actionable steps with low barriers to entry. Be crystal clear about what you want them to do and what they can expect as a result. Include information about the time investment required. When you provide clear expectations and deliver on your promises, your audience will have a more positive experience with your brand. After the challenging year we’ve had, surprises are generally unwelcome.
  3. Segmentation: Targeting the right message to the right recipient is crucial. The more you understand your audience and their specific motivations, the more concise and direct your communication can be. If you lack sufficient information about your subscribers, consider sending out surveys to gather insights into what’s important to them. Remember, it’s not just what you know about your business, services, and products that matters; it’s what they know about you and their needs that truly count when it comes to motivating action.
  4. Focus on Pain, Fear, and Gain: Instead of solely highlighting the positive features and benefits of your offerings, address the pain and fear your audience is currently experiencing. When people are tired and stressed, they are seeking solutions. Pain, fear, and gain are the three factors that influence decision-making, and they follow that order. Speak to the pain and fear first, allowing your audience to emotionally engage and self-identify with your content, before discussing the desired result.

Lastly, authenticity is paramount. In this topsy-turvy world, your audience seeks genuine connections with real individuals who are invested in solving their problems. No amount of polished visuals or smooth sales copy can replace the authenticity they crave. Show your audience some ‘Professional Love’ by demonstrating your dedication to addressing their needs and concerns.

If you’re still unsure about your marketing goals, we understand. We would love to learn more about what you’re working on. Take a look at our capabilities and get in touch with us. Let’s navigate your business challenges together.

Published On: June 5, 2023 / Categories: Marketing Strategy, Operations /

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