You’ve defined your target audience and goals, sorted out what data you have and need and built up your email subscriptions. Now it’s time to work out how to structure the content of your marketing emails.
The biggest question clients ask when choosing whether to use a business’ products or services is “why?” Why should they use you? What will they actually get out of it?
The best way to answer this question is to use content that shows that you can solve clients’ problems. It shows that you relate to their key issues and have a solution for them. Your email list could be varied - anybody from those who are looking to purchase now, to those who are merely interested. Showing you can solve problems will appeal to those at all stages of the purchase decision and keep you top of mind.
How to identify which problems you solve
Before you can give your clients a solution you need to clearly identify which problems your company solves.
To get a better understanding of which three solutions you can provide, ask yourself the following questions:
Who is your ideal client and what niche does your business fall into?
What do your customers want?
What makes you different from your competitors?
What are the core values of your product or service?
For instance, if you look at a big company like Google and ask which three problems they solve for their clients, you would get an answer a bit like this:
Problem: The internet is full of data, how can you find what you are looking for?
Solution: Google’s search engine and algorithms continuously take care of this issue by organising the world’s data and providing a way to search for what you want whilst giving the ability to give you specific results.
Problem: Not everything that is out there on the internet is relevant and it can be personally distressing. Some data, according to European Union law, no longer has a right to be in the public eye. How do you get rid of it?
Solution: Google have set up an application form for the general public to fill out to have data removed from their index.
Problem: When you start a website or business it is hard to be seen by your target audience or the general public. Longstanding businesses with large audiences consistently outrank other sites on search engines due to their already established reach. How do you make sure you’re seen?
Solution: Google’s Adwords is an easy and affordable way to make sure that when someone types in a relevant keyword into the search engine that relates to your business, an ad for your business tops the search enabling you to be seen before your competitors.
For another example, take a look at pharmaceutical company Boots. On the surface they look like a very successful chain of pharmacy stores – but they are much more than that and they are providing niche solutions to their customers.
Problem: It is hard to get a doctor’s appointment due to overcrowding of surgeries and because of this you may often get your repeat prescription late. This is especially difficult if you have a chronic illness or a disease and need monthly medication. How can it be made easier?
Solution: Boots’ repeat prescription service takes away the need for the monthly trips to the doctor. The pharmacy deals with all of the interaction with your surgery and arranges for you to either collect your medicine from your local Boots or for it to be home delivered.
Problem: New babies are expensive. How can the experience be more financially manageable?
Solution: Boots’ parenting club provides point rewards (10 points for every pound) for purchases as well as support with tailored offers for you and your children up to the age of 3. Their Mother and Baby section provides a wide selection of offers that range from basic budget items to leading brands. Their system makes it easy to earn money back on the necessities that you need for parenthood, from baby wipes to pushchairs.
Problem: Health tests like eye tests, hearing tests and heart health tests can be hard to organise. How do you make these tests more accessible?
Solution: Boots’ larger stores provide eye testing, hearing checks and diabetes support. Their appointment system is easy to use and if you needed one or more tests done they would organise it to be conducted on the same day. This makes life easier as instead of having to visit a specific optician, the hospital or a doctor to get these checks done, you can arrange to get them carried out at a centralised location. They also have an instore pharmacy service where you can arrange a consultation to talk through a range of health issues including heart health.
To stand out from the crowd and, more specifically, from your competitors, you need to provide a service that your customers need. Your email campaign is a great way to show your audience that your product or service can solve their problems.
Once you have worked out which problems you solve you will be able to mark yourself out as an expert by providing extremely relevant content that speaks to their needs.
For more information or help on how to get the best out of your campaign please contact Marc at Winbox.
Image used by The Huffington Post.