People Are Weird: You Only Use the Internet… for Email?

I am in the midst of a series on weird internet usage.  If you didn’t read the first post, it boils down to this: people are using the Internet in some strange ways, and they’re perfectly happy doing so.  However, while they may not be eager to change their practices, their oddities can be capitalized on by you, the small business owner.

A critical element of content marketing is in understanding that you have to reach out to your customers.  You meet them where they are…even if that’s just at an email inbox.  For the people out there who only use their computers for checking email, you’re up against a challenge.  But, with the conversion tactics I’m going to share today, you can meet that challenge!

Who is Only Using Email?

Alright, you know your grandmother is only using email (if she’s online at all).  However, she’s not alone.  Plenty of adults are using email exclusively.  For those who don’t have at-home access (or those who have dial-up connections), email might be the primary form of web usage.

And, don’t be fooled by the prominence of social media…email is still holding steady when it comes to Internet usage.  Less than a year ago, Pew Internet, a project of the Pew Research Center, released a study that says 92% of online adults use email61% of online adults send or read email on a typical day.  When it comes to those adults who only use email, you have quite the market to tap into.  It just takes the right conversion tactics.

Writing to Increase Conversion Rates

It’s a challenge, but it’s completely doable.  Writing to increase conversion rates can be a rewarding practice for your business when used in email marketing strategies.  We recommend having a subject line that pops, keeping things brief, and ending with a strong call to action.  However, I’m getting ahead of myself…

You don’t have to reinvent the wheel.  Chances are, your business is already using a blog.  If so, you already have half of the work done.  Your objective is to get that content into the email inboxes of those who can benefit from it.  You already have great content; now move it somewhere that matters!

Gather Email Addresses

Whether you operate a brick-and-mortar or an online business, do whatever it takes to get customers’ email addresses.  Spend some time focusing on customers who only use email, and direct your efforts toward getting them to subscribe to your blog.

You might want to automatically sign them up to have your blog posts delivered.  However, be careful.  You don’t want to annoy customers who only have a passing interest in your services, causing them to unsubscribe and be forever lost.

The Blog Tyrant on Copyblogger emphasizes how crucial email subscribers are.  He says that subscribers should be a greater focus than generating revenue through ads.  When you have a subscriber, you have someone who gets your content delivered.  They never forget about your blog or company; they aren’t distracted by banners and ads; they don’t miss a week’s worth of content because they go on vacation.  Subscribers are invaluable.

Focus on Quality

A recent post on Entrepreneur.com emphasizes the importance of quality in all of your content.  Remember, when you’re writing to increase conversion rates, the writing have to be top-notch.  Otherwise, you’re just adding to the noise in your subscriber’s inbox.  And, noise quickly receives an ‘Unsubscribe’ click.

High conversion rates are becoming increasingly difficult to achieve.  The reason behind the challenge is all of the noise on the Internet.  Facebook, for example, is so ‘noisy’ that an engagement rate above 1% is considered good.  Engagement rates still don’t mean conversions!  See what you’re up against?  Quality is essential for engaging readers, and seeing your conversion rate spike.

Go Forth, and Capitalize!

Now, it’s time for you to get down to creating a content strategy that meets your customers where they are: in their email inboxes.  Though these people might be missing out on a lot by limiting their activity to email (then again – maybe not), you can still reach them.  And, if you’re smart, you might be the only business in your industry that’s reaching this crowd!

What conversion tactics are you using to reach email-only customers?

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Ben Richardson is a writer based in Nashville, TN. While he loves writing on a variety of subjects, he's our go-to on all things related to branding and the creative aspects of content marketing. Follow him on Twitter!

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