How email marketing is like a free sample
There are so many reasons to love Trader Joe’s. But the thing I look forward to most are the free samples. Every time I shop there, I make a beeline for the sample table to see what new item they have to try. Today they were sampling spiced cider and pumpkin bisque — so autumnal!
But what does the Trader Joe’s sample table have to do with email marketing? While this may seem totally random, I swear you can learn how to be a better email marketer from looking at how stores offer samples. Read on to find out.
You give people a taste of what they get when they buy
When you get a free sample, you get a bite-sized taste that’s easy to eat. They’re not giving you a bowl of soup or a whole slice of pizza. You get just enough to know if you like it or not.
When someone signs up for your emails, it’s because they want to hear more about the work you do. You deliver by sharing easy to digest tips and advice via email. You’re not overloading them with everything there is to know about your niche.
You’re also using your emails to give people a sample of your personality and style. If you’re selling a course and people like how you teach in email, there’s a good chance they’ll like your teaching style too.
You don’t give everything away
A sample is a small taste — and if it’s good, you’re left wanting more. But if you give it all away up front, there’s no incentive to buy.
What if Trader Joe’s gave out a whole bottle of juice instead of a small cup sample? There’s no reason to buy more because you already got everything for free.
Your email marketing isn’t meant to teach everything you know. Instead of telling people exactly how to do what you do, tell them what to do. Then tell them how they can learn more by joining your course, buying your program, or hiring you.
Don’t give away so much in your emails that people have no reason to buy from you. Leave them wanting more.
You share your offer
When you get a free sample of something at the store, they ALWAYS have the full size box sitting right there. You don’t have to ask where they keep, hunt it down in aisle 3, and put it in your cart to buy it. They make it easy for you to make that buying decision right there.
You need to do the same with your email marketing. Make it easy for people to buy from you by regularly promoting your offer and linking to your sales page. Don’t make them hunt down the buy button on your website.
It’s not going to be for everyone
I’m a picky eater, so there’s a lot of samples I’m just not interested in. Anything with banana or coconut is going to be a no. Other times I’ll try something new, but I won’t like it enough to buy the full sized product.
But if Trader Joe’s only sampled food that’s universally liked by everyone...they wouldn’t have anything to sample.
Your email marketing will be the same way. Some people just won’t like what you’re sharing. They won’t like your voice, your personality, or your approach. And that’s okay.
You don’t have to please everyone. As long as your marketing is true to your brand voice, you’ll attract the right people.