Marketing emails represent one of the most powerful tools in your arsenal as a business owner. But in a world drowning in digital noise, how do your marketing emails stand out? Email marketing is the most profitable and cost-effective direct marketing channel.

There’s no denying that marketing emails get a bad rap. They are often dismissed as spam or lost in overflowing inboxes. This begs the question: why are so many intelligent business owners still failing with their email marketing campaigns?

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The Power of Connection in Email Campaigns

Look around you. As of 2023, over 4.37 billion global email users exist. That’s a staggering amount of people using the same platform for marketing. Most importantly, email marketing delivers.

With a potential 4.7 billion users by 2026, you’re in the right place if you’re still wondering whether email marketing has any gas left in the tank. Spoiler alert: it does. However, with everyone jumping on the email bandwagon, cutting through the noise can feel like an impossible battle.

What if the secret ingredient to winning with marketing emails lies in simply being human? Yes, you read that right, human.

Consumers, much like you and me, are exhausted by robotic corporate jargon and soulless sales pitches. These tactics only benefit the person pitching. In order to stand out (and not end up in the spam folder) there needs to be a monumental shift within every part of the marketing email journey.

Let’s break that down by asking ourselves this question: why am I drawn to the emails I read, engage with, and look forward to?

Forget Perfection, Focus on Personality

Email is the third-highest owned-media platform that B2B marketers used to distribute content in 2022. But today, marketing emails all feel and look the same. They contain generic headers and sterile copy.

These emails aim to cast a net so wide it barely scratches the surface of their audience’s actual needs and desires. The sad thing is, even I am guilty of doing this myself. So much of what I was taught about marketing, especially with the rise of tools like Jasper and ChatGPT, focused on “scaling quickly” with zero regard to actual relationship building.

As someone whose bread and butter was literally growing to multi-six figures in under four years by directly helping others, it became abundantly clear to me I had to pivot. Because I stopped focusing on one crucial ingredient:

Relationships Authenticity Connection

Marketing emails, even amazing ones, still come down to building something real and lasting. Sure, it may sound simple to build relationships that create an authentic connection. However, in our results-driven digital climate of vanity metrics, so many of us forget we’re dealing with humans.

And humans crave to be seen, understood, heard and most of all – valued. This is why sending personalized emails and using A/B testing is a great email marketing strategy to connect with your email subscribers.

Valuable Content and Why It Matters in Your Marketing Emails

As an entrepreneur and online business owner myself, the moment I shifted back to a mindset that placed people ahead of profits, the game completely changed. As of 2022, 68% of businesses use marketing emails to stay top-of-mind.

Listen, I know what it’s like trying to survive as a small business in today’s economy. But what if we started using email as a powerful opportunity to show up differently? To create content that truly impacts. Here are a few ideas for how to implement this in your marketing emails, starting today:

Don’t Hit “Send” on that Campaign Without These Next Steps.

Marketing emails often miss the mark for one simple reason: they weren’t properly planned. They fail for all sorts of reasons. Everything from bad timing and bad formatting to being too sales-y and using spammy tactics all play a factor.

When crafting your email marketing campaign this year, take your time in analyzing your “why.” Then, reverse engineer your signup form and use a double opt-in to ensure your audience wants to receive your emails.

Don’t underestimate the power of creating real human connection before hitting “send”. This will improve your open rates, get your emails into the inbox instead of the spam folder, and increase your click-through rate.

Conclusion

This is only the beginning because, when it comes to marketing emails, we now understand something absolutely incredible about what actually compels humans to click: Connection. This will boost brand awareness and drive sales for your business.

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