Email Topics That Resonate
Zogby . “ We ’ re always studying people ’ s emotions to find out what will be most effective in our newsletter . We ask ourselves , ‘ What would customers care about ? ‘ We ’ ve found that one of the things that pique their interest is our work to give back to the community . It ’ s been a powerful motivator for many of our customers and prospects . I think they like working with a company that cares about their community and will give back to it .”
• Use Google Images Images you can pull off the web can cause copyright issues . Using them in your campaigns can result in fines and legal disputes . Instead , go to one of the sites that offer copyright-free images , such as Unsplash , Pexels . com or Pikwizard . Alternatively , a monthly subscription to iStock provides access to millions of photos , illustrations and even videos .
The Power of Email Marketing
For RDS and Comet , email marketing is a critical way to attract and retain customers . “ The advantages are huge ,” says Zogby . “ They come in the form of perceived value . Regular outreach through email sets the tone for your company . It positions you as a leader and builds trust . It allows you to share relevant information and to spotlight what makes you different . It also takes the onus off price because you show how you add value . This is all about the long game – building long-standing relationships with your clients that can sustain the changes in the marketplace that will inevitably happen .”
Mark Seltzer confirms the role of email outreach in building long-term relationships : “ No matter what we ’ re sending , we ’ re always adding value for our customers . Every email lets them know we ’ re invested in their success . It lets them know we ’ re here for the long haul !” CLDA
Email Topics That Resonate
Need help developing topics that will grab email readers and keep them interested in your eblasts ? Here are a few tried and true issues that have worked well for RDS
• Moments or incidents that showcase your company ’ s team-centered environment
• Success stories
• Client onboarding
• Unique opportunities that showcase specialization
• Best practice / how to use your service
• Drive appreciation
• Community work
• Events at RDS and off-site
• Networking events / inside and outside of the industry
• Birthday celebrations
• Business travel and conventions
• Recruitment
• Technology
• Team members attending off-site events
• Maps of your service area
• Behind the scenes
• Driver training
• Awards – in-house and from other organizations
• Positive reviews . CLDA
Want to dig deeper ? Contact Comet ’ s Mark Seltzer or RDS ’ s Larry Zogby .
• To see a library of RDS newsletters , click here
• To see Comet Delivery ’ s Comet Comments blog click here summer 2024 I customized logistics & delivery Magazine 49