Something To Say? Say It With An Email
Updated: Mar 13
With so many communication channels available to market to and engage our audiences, it’s easy to overlook the humble email.
Which is a shame because emails can have a really powerful impact when used strategically. And if you don’t believe me, I’ll wait while you check your smartphone for that new email you just got.
Emails are a one-to-one (or perceived as such) digital communication channel, making them more engaging oftentimes than their more digital-savvy cousins.
Unfortunately, I’m not seeing businesses use emails enough these days. And that’s a missed opportunity if you want to tell the kinds of stories that build communities and foster passion and loyalty.
Here are some of the ways that I think you should be considering using emails, and, by doing so, you could be building ever stronger connections with those who matter most: your audience.
(Note: I am talking about emails outside of the emails you usually send to engage audiences about your business or to promote your marketing campaigns.)
1) Activity updates
So, you’ve made progress in your business or introduced a new product or service — congratulations! Tell people. But don’t tell them the boring details. Tell them what the update means to them — how will it improve their lives.
Take the time to think through the answers to this question. Because by getting it right and then communicating it in a succinct and personable way, you’ll win new friends — every time.
2) New personnel
Someone new is starting in the business. Don’t miss the opportunity to impress on your audience the importance of this news.
It’s not about the person, per se, it’s about what this person symbolises: progress, success, passion, teamwork. You know, the traits that you tell in the story about your business. Talk about how they will contribute to your work, and how your business is kicking goals on behalf of your audience.
So, you’ve run an event of some kind for your key stakeholders or customers. The response was outstanding. Your events team deserve a prize. But what did you do the next day? Did you send a follow-up email to both your attendees, and to your organisers?
If not, why not? You just missed an opportunity to reinforce your event key messages and show to those who matter to you most that they, yes, matter to you most. Think of this kind of email as like the ‘thank you’ card you send after your wedding. Event participants always appreciate the extra thought and effort that goes into these kinds of emails.
4) Going off-course
Emails aren’t just for good news. They are also the best way — outside of face-to-face — for mea culpas. Saying sorry is, sadly in my view, becoming less and less common. I don’t want to hijack this article, but I’m not sure why that is.
Which in a funny way means that when you do say ‘sorry’, it is most likely going to be heard and respected — because it’s relatively rare. Be one of the ones who does the right thing and stands apart.
Alternatively, you might not need to say sorry, but you still need to admit that you’ve been going in the wrong direction. Again, call it out. Your audience will probably already know — they’ll just appreciate and respect you for being ‘big enough’ to tell them.
All up, there’s something about a one-to-one email message from you to your audience that transcends any other form of digital communication.
Don’t miss the opportunity to stand apart and show your audience that you care, using that oldest of old-school digital communication methods.
Image by TeroVesalainen from Pixabay