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4 Things Email Subscribers Want (But Won’t Tell You)

February 11, 2016
By Phil Davis

happy-email-subscriber.jpgCustomers don’t always tell you what they want, so it’s a good thing you’re clairvoyant. Oh wait, you’re not? In that case, you’ll probably want to keep reading.

As an email marketer, you know consumers have very specific wants, needs and expectations. If you don’t deliver, they’ll unsubscribe faster than you can say, “Shoot, that was a mistake.”

Fortunately, the mindset of your customers doesn’t need to remain a mystery. Below, we’ve identified four things your email subscribers might not tell you in so many words—but they definitely want.

1. Help Me, Don’t Sell Me

In marketing, what you want to say really doesn’t matter. It’s all about adding value to your customers’ lives. So don’t just email your list when you want to sell them something. Send out emails only when you have something truly valuable to contribute. If your content is full of entertaining material and generous offers, your customers will be more likely to reward your brand with their patronage and loyalty.

2. Make it Easy for Me to Buy

Pop quiz time! Ask yourself these six questions:

  • Are your calls-to-action short, clear and truly action-oriented?
  • Do you include multiple links within the body of the email?
  • Do all links and calls-to-action send readers to a landing page with a clear offer?
  • Does the offer on the landing page match the offer in the email?
  • Does the tone and messaging on the landing page also match the email?
  • Do your email and landing page explain to the reader what to expect during the buying process?

If your answer to any of these questions is “no,” you’ve got some work to do.

3. Talk to Me Like I’m a Real Person

When it comes to any sort of marketing, relationships are the name of the game. So take the time to really build a relationship with your subscribers. In fact, stop writing to a “list” altogether. Instead, write as if you’re sitting face-to-face with a single customer. Use their name. Use your name. Let them know you understand them. Let your enthusiasm and your natural voice shine through.

In short: Be human. Trust us, it makes a difference.

4. Leverage My Short Attention Span

We are a culture of instant gratification. On the one hand, this means your customers probably don’t have the patience to wait for you to provide value to them; they want value now. But on the other hand, this also means your customers prefer to make their decisions fast—which means you can get instant results if you play your cards right. Give them an amazing, can’t-resist, must-have offer and they’ll jump all over it.

See? No more mind reading. With just a few small tweaks and changes in perspective, you can create emails that your customers can’t wait to read. Give them exactly what they want, and they’ll be happier, better informed and ready to buy from you.

Looking for more insights into your customers? Learn more about Email Intelligence and upload a list for your free match report now.

Free Email Intelligence Match Test

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