Appealing to your customers’ biggest challenges immediately makes your brand appear empathetic and understanding. Below’s a brilliant example of a problem-centric email from OfficeVibe, touching on the recent COVID-19 crisis by talking about the pressing need for better leaders in the workplace. Focusing your emails around a problem allows you to frame a solution, typically your business or product. Start brainstorming what your average customers’ problems are. For example, what’s stressing them out on a day-to-day basis? What do they need help with?
From ecommerce to digital businesses whatsapp database and beyond, most people struggle with some combination of the following: Saving time Saving money Saving energy Staying organized Staying motivated or focused If you can focus on at least one of these struggles in any given message, you’re golden. Here’s a fascinating example from Bellroy. The brand managed to showcase the problem-solving power of wallets with a before-and-after video via email which showcased the organizational power of their products. This just goes to show that just any type of business can brand themselves as a helper to their customers, making you all the more relatable in the process.
SIMPLIFY YOUR LANGUAGE Another quick tip to keep in mind! When possible, avoid industry jargon and overly “sales-y” language (“CLEARANCE!” “DOUBLE YOUR MONEY!” “INCREDIBLE OPPORTUNITY!”). Staying away from this sort of language helps you seem less aggressive and likewise ensures that you avoid the spam folder. When crafting your messages, ask yourself: does this sound like it was written by a person or a salesperson? What about a robot? We’re seeing a lot more “human” messages from companies, especially in the wake of the previously noted COVID-19 pandemic. This message from SkyScanner is a brilliant example of a relatable message that’s short, to-the-point and doesn’t feel like a sales pitch.