By Lauren Beesting, Digital Marketing Strategist at Creode
A quick but insightful guide to one of the most slept on digital marketing channels out there.
I recently read How a Simple Email Newsletter Can Transform Your Business by David Hieatt. Though published in 2017, its advice still feels surprisingly fresh, especially for businesses in finance considering how to better connect with customers.
You see, Hieatt strips marketing down to its barest bones. The simplicity is what makes it effective. By reminding yourself of what you’re saying and why, great marketing becomes much less daunting.
Here are three key takeaways from the book that apply across industries:
With attention spans shrinking and content feeds accelerating, the question isn’t what should you post, it’s why would your customer care?
If you can’t answer that, stop. Rethink. (That question also helps you craft stellar subject lines, arguably the most important element of your emails).
Good marketing creates value before it asks for anything in return. If you’re always trying to sell to your audience without offering something worthwhile first (insights, tools, ideas…) you’ll disengage customers quickly.
Foster a relationship of giving back as much as you hope to receive.
The pace of marketing can make us reactive instead of intentional. But real impact comes with slowing down and deeply listening to your audience. Not just from their feedback but from your engagement metrics.
What makes them open an email, or click a link, vs what doesn’t? Find what works and be consistent with it.
Don’t sleep on an email marketing strategy, and remember that marketing doesn’t have to be complicated to be effective.
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