Forced sale, cold and impersonal emails are no longer relevant. In a world where messages arrive every day by dozen in their reception box, consumers want real, conviviality, personalization and empathy. How to achieve your goal in your emails, while remaining authentic, understanding, human and sincere, showing that you understand your subscribers?
What is empathy and why is it essential in marketing?
Empathy is to put himself in the place of a person, trying to understand what they feel. The fact that a large part of the exchanges are now online puts a kind of barrier between people, dehumanizing communications. To avoid this, it is crucial to be listening, welcoming, respecting and understanding, in particular in the context of marketing.
Using empathy in your emails will allow your subscribers to feel heard, understood, taken into account in their needs, in their feelings. For you, this is a great way to improve the satisfaction, confidence and loyalty of your customers, therefore to strengthen your relationships. This is, your sales as your brand image will only be better. Finally, using empathy is also a very good technique in the event of problems or negative experience on the part of the customer.
Our main tips for creating more emphatic emails
Concentrate fully on your subscribers
You must understand with accuracy what your subscribers need, put yourself in their place. What are their expectations, their goals, their concerns, their brakes? They are the ones who pass first, and only then come to place your goals, your interests.
Submit that your customers feel valued
Your customers and prospects must feel that they count for you, that you are making great importance to their opinion and their needs. Show them how precious your exchanges are in your eyes.
Offer them an immediate value
Once the expectations and needs have been identified precisely, try as much as possible to offer value in your content, something real, tangible and not just words. It can be a practical article, a reduction offer, a first free consultation, etc. Anything that can allow your subscribers to feel pampered and privileged from the first contact.
Find the right tone
Your email must adapt to the people to whom you send it. Choose the words and tone used. Be careful not to be too formal, under penalty of falling into distance and coldness, because then your customers will not feel empathy and will be less open to your speech.
Ditto if you promote a product/service. You want to highlight it, without seeming to force the sale and do too much. Here, the good knowledge of your audience is important because it will allow you to find the arguments explaining how what you sell meets the needs of those to whom you are addressing. Ask yourself if you yourself, receiving this email, would like to answer it. If it is not the case, it is that it must be reworked.
Offer your customers to leave comments
Asking for the advice of your customers and inviting them to make any suggestions for you is another evidence of empathy. This allows you to show how much they count for you. Do not hesitate to prove to them that their opinion is important and taken into account, that they are welcome to participate in any improvement in your products/services.
Remember to thank your audience
At the end of each email, it is always good to thank the person for taking the time to read what you sent him. Show that you are grateful for her presence and the availability she has given you. This is also a great way to enhance your customers here, to make them feel confident and taken into account.
Some interesting questions for a more emphatic email
- How do the recipients I target currently feel?
- What are their desires, their needs?
- How would I feel if I was in their place?
- What value can I bring them?
- How can I bring them this value?
- How to make my subscribers feel satisfied and heard?
In marketing as in many other areas, empathy is an extremely powerful asset. Current consumers need real values and transparency. The more vulnerable, authentic and human more your brand is presented, the more likely your audience will be trusting you, following you and establishing with you a lasting relationship.