It’s About Your Audience

When it comes to email marketing, it’s easy to fall into the trap of thinking that what you like is what your audience will like too. Maybe you prefer receiving emails twice a week, enjoy a certain tone of voice, or love a sleek, minimalistic design. But here’s the thing—just because something resonates with you as a business owner or marketing manager doesn’t mean it will resonate with your audience. In fact, assuming that your audience feels the same way can be a major misstep in your email marketing strategy.

It’s Not About You

Let’s face it, your email marketing isn’t designed to please you, it’s designed to serve your audience. The frequency of your emails, the language you use, the visuals you choose—these decisions shouldn’t be based on your personal preferences but on what your audience wants and needs. This is the golden rule of email marketing: It’s not about you, it’s about them.

For example, you might love the idea of sending daily emails, thinking it keeps your brand top of mind. But if your audience finds it overwhelming, you risk alienating them instead of engaging them. Or perhaps you enjoy using a cheeky, informal tone in your communications. It might work for some, but if your audience prefers a more professional and straightforward approach, your message could be lost in translation.

Understanding Your Audience: The Key to Success

So, how do you ensure that your emails are hitting the mark? It starts with understanding your audience on a deep level. This means moving beyond assumptions and personal biases and diving into the data, feedback, and insights that reveal what your audience truly wants.

Here are some steps you can take to better understand your audience:

1. Segment Your Email List: Not all subscribers are the same. Segment your list based on demographics, behaviours, and preferences. This allows you to tailor your content to different groups, ensuring that each email feels relevant and personalised.
2. Conduct Surveys and Polls: Ask your audience directly what they prefer. How often do they want to hear from you? What type of content do they find most valuable? Use this feedback to inform your strategy.
3. Analyse Your Metrics: Pay attention to your email marketing metrics. Open rates, click-through rates, and unsubscribe rates can tell you a lot about what’s working and what’s not. If you notice a dip in engagement, it might be time to reassess your approach.
4. Test and Learn: Don’t be afraid to experiment. A/B testing different elements of your emails, from subject lines to visuals to send times, can provide valuable insights into what resonates with your audience. The key is to be willing to adapt based on the results.

Serving Your Audience: The Ultimate Goal

At the end of the day, your email marketing efforts should be driven by a desire to serve your audience. Ask yourself: How can I add value to their lives? How can I solve their problems? How can I make their experience with my brand better? When you shift your focus from what you like to what your audience needs, you create a more meaningful connection that drives engagement and loyalty.

Remember, your audience is not a monolith. They have diverse preferences, needs, and expectations. By putting them at the centre of your email marketing strategy, you not only respect their individuality but also position your brand as one that truly listens and responds to its customers.

Ready to Reframe Your Email Marketing Strategy?

So, the next time you’re crafting an email, take a step back and remind yourself: It’s not about you. It’s about them. Your audience is the hero of this story, and your emails are there to serve, engage, and delight them. How will you make sure you’re putting your audience first?