Today's email list builders are not just interested in building the largest list but are gathering names and segmenting them based on individual preferences, behavior or where the name belongs in the sales cycle. Quality outranks quantity.
Savvy consumers are selective about who they give their email address to, and most often are giving it in return for something they value: a free report, white paper, eBook, discount coupons, etc.
Marketers understand that this transaction – an email address for a free gift – is the first step in a relationship. More than ever before, consumers are in charge of that relationship with companies and if they feel valued, they will engage. If not, they will leave.
It is the responsibility of each company to ensure that they respect the customer from this first interaction by providing useful information that is of value to the customer and does not make a hard sell. While appropriate offers are at the heart of email marketing and lead nurturing, the focus is on helping the customer not booking a sale. The methodology has changed.
As a new report from Marketing Sherpa and Aweber notes:
Email marketers have a duty to ensure their messages contain valuable information in the form of reports, entertaining videos and insightful stories, not endless self-promotion.
How has your approach to email marketing evolved with the shift in customer expectations?
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