1. Email is intimateInstead of being on a public (or semi-public) platform like Twitter or Facebook, email is by its nature private. We're used to getting messages from friends and colleagues via email. When used correctly, email can develop a relationship with your reader that feels more personal than a blog or even a social network. When you craft your email correctly, email readers feel like they know you.
2. Email feels urgentWhen we get in a hurry, we know we can let those Twitter and Facebook messages pass us by. But it's hard to ignore our email box. We try to at least glance at everything in there before we can feel we've "taken care of business." Email is great for time-sensitive messages, like a reminder to vote in a local election, or a notice about an expiring promotion.
3. Email is (increasingly) mobileMore and more people are adding email accounts to their smart phones. With that change, email marketing became a critical component of mobile marketing. It follows your reader wherever her phone does, and it keeps pace with how she's living her life.
4. Relatively few people are using email wellYes, there's lots of email marketing out there. Most of it is pretty lame. (And I'm not even counting the spammers. Most legitimate marketers out there look like spam, and that's as bad as actually being spam.)
- Smart email persuasion takes advantage of tools that can build reader trust over time.
- Smart email persuasion educates and informs.
- Smart email persuasion builds a relationship with the audience before you ever try to "make a sale" or ask for anything from your reader.