Email Marketing or Ego Marketing?


When embarking on an email marketing campaign for the first time, make sure you are doing it for the right reasons. The advent of Social Media has given everybody a new platform to re-invent themselves and set a new status. It’s a truism that many entrepreneurs start a business based on ego. This may have been based on pursuing a particular passion or escaping rejection from the job market or generally thinking that they are smarter and can do it better than everybody else! Of course not all entrepreneurs are like this but there is a great temptation in today’s digital world to love the sound of your own ‘virtual’ voice and lose the plot! Where am I going with this?

Well, it is very easy to fall into the trap that in the sphere of Social Media you need to be everywhere and be all things to all people. You don’t feel part of the world unless you are constantly tweeting, updating your status, getting ‘likes’, obtaining followers, increasing page views, gathering subscribers or needing your video to go viral… I could go on! However, if none of this brings in any revenue to your business then what’s the point? Somebody recently coined the phrase ‘Return on Ego (ROE)’ vs ‘Return on Investment (ROI)’ and this neat phrase is something to be wary of when developing an email marketing strategy or any kind of marketing strategy for that matter.

So next time you find yourself writing something like ” a word from our CEO… ” or ” what we can do for you… ” take a step back and rethink your message. Your customers are much more concerned about “what’s in it for them… ” so that’s worth remembering when composing your email marketing copy. In fact any references like “we will” or “we can” or “our company” should be changed to “you will” and “you can” and “your company.” By doing this you will speak to the needs of your customer and hopefully communicate a benefit that may have eluded them in more ego-centric copy.
When you are putting together your email marketing strategy always start with your objective and ensure that it meets ROI objectives and not ROE objectives. Make sure that you have a plan that not only meets the needs of your customers/potential customers but also meets the needs of your business. Yes, it’s great to be popular on Social Media and experience that thrill when somebody re-tweets or shares one of your updates but let’s face it, if you are in business and you want email marketing and social media to work for you, it’s about being relevant, speaking to your customers needs and targeting effectively.

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