Traditional marketing is push marketing, where a single message or campaign is pushed out to the masses with little or no personalisation. Much of Internet marketing, such as search engine optimisation, is pull marketing, where businesses attempt to pull people who are actively looking for what they offer to their website, one person at a time. Email marketing is a bit of a hybrid, in that it can combine elements of both push and pull marketing strategies. While the sending of emails is push marketing, the content of the emails can be a type of pull marketing.
Repurpose popular social media
Your social media such as tweets, Facebook status messages, and blog posts are pull marketing. By tracking the number of retweets, shares, and reposts on your social media, you can tell which of your messages are pulling the most interest from your potential customers. Those social media messages can then be repurposed into either a single email or combined into an email newsletter. For the most pull impact, the emails should be those that inform rather than those that make sales offers.
Segment your list
Traditional push marketing gives the same message to everyone. By segmenting your email list, you can send slightly different slants on the same message to different groups, so that you are able to refine your messages to be most applicable to that specific group of people. This is especially useful if you are providing information that is location specific. For example, different information can be sent to people who live in a major city, small city, or the countryside. You are also able to avoid obvious misfits of product and customer, such as sending information on the best baby products to a childless couple.
Show off your customers
Showing off your customers goes beyond simply informing your email list of new projects or big deals that you have landed. It’s even a step beyond sharing testimonials you have received about your products. When you show off your customers in your email, you are actually showing off content that they have created about your products or services. This could be excerpts from a customer social media post, customer comments to your social media post, photos submitted for a contest, essays submitted for a contest, product reviews, or any other customer interaction that you have permission to share. This has a double benefit of both providing social proof that other customers think highly of your product, and inspiring your other customers to provide additional social proof so that they can be recognised in a future email communication. It can also pull people to your website, to see additional customer submissions that are not included in the email.
The Internet Marketing Academy