Do you suffer from “email reluctance”?
When you meet someone and they give you their phone number and ask you to phone them – the likelihood is you will.
If a relative asks you to send them some photos of your children – you do.
If someone asks you to send them a postcard from you holiday – you will.
But – weirdly – when someone signs up to your mailing list and asks for you to email them on a regular basis – all sorts of strange thoughts go through your head:
- Why would they want an email from me?
- What on earth have I got to say that anyone wants to read?
- They are going to delete my email even before opening it
This is what Sales Expert Matthew Kimberley calls “email reluctance” and since GDPR it seems to have become even more common place.
It is so strange – as these people have actively asked you to communicate with them, but you convince yourself that in reality that’s the last thing they want!
Don’t worry – you are not alone – and it’s easy to overcome!
You just need to look at it from a different view point – here are a few key things to consider:
- Firstly – and most importantly – your list is a group of individuals all of whom have specifically asked you to keep in touch with them – so really, if you don’t, it’s almost a bit rude.
- Your emails should cover 3 key areas:
- Educate – everyone loves to learn new things
- Entertain – everyone likes a laugh and a giggle
- Sell – this is probably the area that most people find difficult to do. As long as you are helping your contacts out by providing the education and the entertainment parts – of course you can sell to them. And if you don’t like the “selling” word – you are helping them by showing them a solution, be that for a gift or a need for themselves. People aren’t going to stop buying things and as these contacts have specifically asked for you to stay in touch with them – the likelihood is they like your product – so be proud of it!
- If your emails entertain, educate and sell – people will be pleased to hear from you – and indeed if you email them regularly they will start looking forward to your next email.
- Think about which emails you enjoy receiving regularly and positively look forward to and why
- Why not ask your audience what sort of information they would prefer to receive from you?
- Finally – write beautiful delightful emails and you can’t go far wrong!
If you would like any help with your email marketing campaigns please drop me a line at [email protected] or call me on 0772 335 1884
How to attract cash-rich customers to your food or drink products
Research shows that people on a higher income have a lower propensity to spend than those on lower incomes. Just because they have the money, doesn’t mean that they are likely to spend it on your product. So how can you tap into this lucrative audience & get them buying into your brand
Be clear about your product benefits
People don’t just want to know about product features they want to understand the benefit of that feature and how this will meet their wants & needs. People want good reasons to buy and they need to be easily understood. For example, The Foraging Fox Beetroot Ketchup is a healthier, more natural alternative to other ketchups.
Think long-term benefits
These consumers are not impulsive and need to see the long term benefit of buying something and have a good reason for buying it more than once. Price is not so much of a barrier for buying a product but how the product will consistently deliver is crucial, thereby giving the consumer a feeling of ‘value for money’ and encourage loyalty and repeat purchase.
A lifestyle choice
Quality, ethical, environmentally friendly – these are the elements that are important to this group of consumers. The product must fit in with their lifestyle choices. So promote awards, communicate that you donate some of your profits to charity and highlight how your packaging is recyclable. For example, Three Little Pigs Chorizo – is an award-winning chorizo sausage, where the pigs are reared ethically and as free-range as possible in Yorkshire countryside – this is communicated throughout – on their packaging, website and all other marketing materials, helping consumers to make choices that fit in with their values.
Personal Sales Experience
Often these types of consumers are incredibly busy people – cash rich & time poor. The buying experience needs to be as simple as possible. Have knowledgeable staff selling your products that can talk informatively about your products. If they are buying online have a facility that enables questions to be answered as quickly as possible. Be active on social media and share information which will aid the buying process.
So by understanding the wants & needs of your target market, you can communicate the benefits of your product, create a genuine interest and ultimately sales.
For more information on how to target different groups of consumers, just drop us a line at [email protected] or call Jo on 0772 3351884.