Consumers Want More Than Just Selling February 24, 2021, | Posted by Guest

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It’s no secret that going too hard on the sales pitch turns people off--and it’s especially a liability in email marketing. But a recent study by Khoros reveals that consumers are taking their demands a step further: they want a relationship with brands that goes deeper than just selling, and they’re willing to put their money where their opinions are. Of course, Site Impact’s experts know that a good email campaign balances a solid offer and call to action with content that adds value for the prospect--but with consumer demands for more from brands they engage with, what does a solid email campaign look like?

 

Engagement takes work

For businesses looking to get greater engagement from their email marketing campaigns, engagement is absolutely key. Making sure your recipients are opening and reading your emails, and clicking on links, is the name of the game. So how do you get engagement? The best practice is to provide what your recipients are looking for. The Khoros study shows that 46% of the consumers polled prefer to buy from brands where there is a relationship beyond “just selling me something.” Trust is essential, and value is right up there with it when it comes to getting the attention of your prospects. Deep loyalty--repeat purchases and consistent engagement--comes from consistent interactions over time, according to 86% of the consumers polled. But just knowing what consumers are looking for is just the first step in improving your email marketing strategy.

 

Add value wherever possible

Obviously, consumers like a good deal. We all like feeling like we’re getting more for our money, and email marketing campaigns that promise that tend to perform better than those that don’t. But adding value isn’t just a question of offering discounts or providing a solid offer. Adding value to your email marketing in a consistent way goes a lot deeper into strategies--namely, content. Consumers are always interested in content that helps them make an informed decision; that can include user reviews and other user-generated content, guides, and other educational and informational material. Buying guides are particularly popular--especially around gift-giving holidays. At the most basic, adding value means giving your prospects something they would normally expect to pay for, or an unexpected additional service or product that they might not have otherwise known they wanted. Reviews and user-generated content helps prospects to have a better understanding of the benefits of your products and services as well as helping them to imagine how those products or services will fit into their own lives. More information leads to higher engagement and higher conversions--as well as increased loyalty.

 

Consumers repeatedly make it clear in studies that they want more from brands than just a good deal, and when it comes to email marketing, engagement depends on it. Email success comes from interested recipients, and by providing value-added content like reviews, guides, and other information, you can help inspire loyalty and get the conversions you’re looking for. Contact Site Impact to learn how we can help you make the most of your improved email marketing strategies.