Many companies have lost sight of relationship-building in its simplest form. They constantly look for ways to sell to customers but not how to solve their problems. They forget that customers like to be courted. They enjoy being asked what they need instead of being told, and they are valuable sources of information for organizations in terms of developing ideas for great new product offerings, product extensions, services, etc.
Being a leader doesn’t mean being first
Your marketing goals should be centered on staying top-of-mind with your core audience and prospects. You want to be the organization they come to for information, trust with referrals, and can rely on every day. That’s being a true leader. To do that, you simply have to do your research. Stay on top of trends, know your industry inside and out, trust your instincts, and learn from your mistakes and the mistakes of your competitors.
When you think like the recipient of your email, you’re more apt to write a strong subject line that will improve click-thru rates. Many marketers think too much or too little about their subject lines, and that is what gets them in trouble. Before you hit that send button, take a breath and make sure it’s something you would like to see as a customer. You could even run it by some colleagues for another perspective.
Some strategies that work well and improve click-thru rates include using images, using A/B testing on subject lines, and avoiding buzz words like deal, free, or now. The best strategy, of course, will be to experiment to see what works well for you and your organization.