How to stand out in a crowded inbox by building community and providing value to your customers.
During the past few weeks of the COVID-19 pandemic, your customers’ inboxes have been flooded with emails. It’s easy for any reader to get overwhelmed when another email arrives. In the world of email marketing, we refer to this as: Customer fatigue.
When your audience experiences customer fatigue, your emails can get lost in the crowd and are more easily ignored. However! There are still ways to email, engage and serve your audience by providing value during this time without contributing to fatigue
Three ways to offer value to your audience and avoid customer fatigue:
- Offer digital products.
Digital products include PDFs, checklists, archived webinars, masterclasses and things of that nature.
Now is a great time to comb through your previous offers, opt-ins and collaborations. Look for anything that can provide value, entertainment, or relaxation to your audience.
Skip the upload to your site and attach Easily attach files directly to your email When creating a single mailing or Funnel email On FeedBlitz!
If you’re not sure what may or may not be valuable to your audience during this time, consider your audience’s frame of mind. Are they more stressed than usual or dealing with a changed routine? (Most likely, those answers are yes and yes.) These considerations are only a starting point when determining which of your digital products can benefit your audience.
Important Notes About Digital Products: Now is not the time to pressure yourself to create all the digital products you’ve always wanted to create.
If inspiration or time strikes, go for it but don’t succumb to the productivity pressures of floating online. It’s an epidemic. It’s okay if your productivity levels are a little off. That’s why if you already have something that could benefit your audience during this time, now is a great time to remind them.
- Re-purpose old content from your site.
It’s exactly what it sounds like: sort through old posts and see what might benefit your audience today Add a few content tweaks to update if necessary, or add a note to your email about how it applies today and resend it to your audience. Don’t forget, not all of your members have seen this content, they may have joined your list after it was published
You’re still encouraging engagement and interaction with your audience and keeping your list healthy and active while providing value for your readers. Repurposing old content is especially useful if you’re short on time (and attention span!) while trying to navigate multiple new roles with everyone in the house. You don’t have to invest a lot of effort to deliver value.
Quick Instructions: If you see a handful of similar posts, consider turning them into an email series or package the posts together into one resource. (Oh, hey – a digital product!)
- Connect and share the community.
As many of us follow shelter-in-place and stay-at-home orders, a sense of community and connection is more important now than ever. As a list owner, you have a unique opportunity to connect with your audience and build a sense of community
You can offer:
– Words of encouragement.
– Trusted resources that have helped you this time
– Shared triumphs, struggles and stories.Simple messaging goes a long way in reminding your audience that even though we’re all spread out and communicating digitally, we’re in this together.
Sending regular emails is essential to keep your audience engaged. If you send emails with your customers’ needs in mind, you won’t add to their customer fatigue.
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