by Casey Serin

Article by Melanie Rivers

Email newsletters are, for many, one of their primary forms of direct communication with their customers, clients, or contacts. Email marketing is rich with opportunities, and taking advantage of an opt-in email marketing campaign to the best of one’s abilities is probably one of the most cost-effective ways to market today. As with all outgoing communications, every email newsletter that is sent out is a representation of the company from which it comes. Having a strong, clear value statement is important for every company, regardless of how they market. Being able to include your value statement(s) in your email marketing is a helpful way to remind those contacts exactly why you are their company or service provider of choice.

To start at the very beginning, let’s talk about your value statement and what it means for you as a company to have a value statement. For one thing, a value statement can’t be made-up marketing mumbo-jumbo, it needs to be a real-world reason why your company is unique and worthy of esteem. It may be that you are the only person in your local market who offers a sustainably sourced product, or maybe you happen to have patented technology that allows you to guarantee your product for longer than any other one on the market. Perhaps your company does a substantial amount of environmental reclamation that helps to restore the health of indigenous communities. Maybe you’re the only company around offering 24/7 support. Whatever it is, this true fact is one that you should use to your advantage.

For general marketing purposes your value statement needs to be concise enough that it can be summed up in one sentence. If you are including it in the course of conversation, it shouldn’t be a sticking point, but rather one talking point of many. When it comes to email marketing, the same is true, except for occasions such as publishing the results of studies. Were a study to come out that in and of itself made a value statement for your company, it would only make sense to share those results, after all! Events like studies that show you in a good light can be shared in full, and then turned into concise statements to put into your mix. Perhaps now you are both the most sustainable company making your product AND studies have shown that your product works better than the other leading competitors? These are factual statements that will help to demonstrate your good value to potential customers and confirm the loyalties of existing customers. Obviously, these are necessary parts of marketing. Just as necessary is that you don’t take things too far. Don’t promise to be the very best in all ways in the whole wide world…unless you can prove it. And even then…be careful, because most people hear those sorts of statements and scoff.

About the Author

Email marketing with MyNewsletterBuilder allows marketers perfect control over their opt-in email marketing campaign. From choosing a template for one’s email newsletter to monitoring open, click-through and conversion rates, being hands on with email marketing doesn’t mean you have to get your hands dirty.

Jerry Maguire authors and distributes a new mission statement
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Email · making · Marketing · Statements · Value