I just opened an email from Hootsuite. Even on my desktop I couldn’t read the whole subject line. But, what I saw was:
Save the Date: Connect via… and then below the description, This is going to be amazing…
I didn’t click DELETE. In fact I opened the email to learn more.
What did I learn from this to help my marketing efforts?
Well, if you’re like me you get so many emails promising amazing results and tips to make my readers long for my content. I don’t have a lot of time so I delete 90% of them without ever opening them. What made this one different?
I’ve been using Hootsuite for some time. For those that may not be familiar with Hootsuite, it offers me the opportunity to share content across all of my social media channels. And, it’s easy to use. I can schedule posts on a Sunday afternoon for each of my channels using the same content and from a single dashboard. As a solopreneur, I appreciate the ease and time savings it provides me.
Hootsuite has provided me with value. And, the training I have done with them was done well. They have earned enough of my trust that even with all of the other emails I got today that got the ‘click of death’, I opened theirs.
This reminded me to make sure my marketing efforts do three things.
- Build trust. Make sure that whatever I send, it has value to the person reading it. That means segment my contact list if I am sending email messages. Don’t send information to someone they have not asked about seeing.
- Put my clients first. Always. What do they need from me to make their business lives easier? I need to remember to share information that can help them on the challenges they face rather than the service I provide.
- Exceed expectations. I offer webinars and presentations for my clients and prospects. Are they leaving those sessions glad they showed up? I ask for feedback after live or virtual interactions. I want to know where I can serve my attendees even better.
What are the emails you open? And, why do you open them? I believe if you think about it you will agree it is because you trust them not to waste your time.
Oh, and here is the link to the Hootsuite to the Connect via Hootsuite Virtual Conference on October 5th – https://goo.gl/VRMPJd. Maybe I’ll see you there.