The Hidden Power of Educational Emails
Are you sending the wrong kinds of emails to your customers? Here's something that might surprise you: More than half of consumers have made purchases from emails they received - but not sales emails. The key? They bought from helpful, educational emails, according to digital marketing expert Wes McDowell.
Think about that for a moment. People aren't buying from your "20% OFF!" emails. They're buying when you teach them something valuable.
The numbers back this up. According to HubSpot, 77% of consumers prefer to learn about products through content rather than traditional advertising. Campaign Monitor reports that email marketing brings in $42 for every $1 spent, but only when done right.
Why does this work? Trust. When you teach, you build credibility. Your emails become a welcome sight in their inbox, not just another sales pitch to delete.
Here are three simple ways to use this in your local business:
Share your knowledge through "quick tip" emails. If you run a local garden center, send emails about seasonal planting tips. A recent study by Content Marketing Institute shows that 96% of the most successful content marketers say their audience views them as trusted advisors.
Create a simple email series that solves common problems. Own a local gym? Send a 5-day healthy eating guide. According to Mailchimp, educational email series get 50% more engagement than promotional ones.
Tell customer success stories that teach lessons. EmailMonday reports that emails with real customer stories get 70% higher open rates than pure promotional content.
Remember, every local customer is trying to learn something new. By becoming their teacher, you become their trusted advisor. And when they need what you sell, guess who they'll think of first?
