Some people have a “thing” for shoes…
Others are into wine…
My girlfriend Michelle has a thing for water bottles.
(I’ve watched her go through about a dozen “high-end” water bottles in one summer.)
But let’s get to the point… (And how this relates to your email marketing.)
She was considering buying one of these two bottles:
They’re both top-of-the-line water bottles made for camping hiking and stuff with similar price points.
Take a look at the “selling points” for both bottles:
She considered those features and then went with the Hydroflask.
Because she like how the Hydroflask bottle doesn’t get cold even when you fill it with cold water. (Thanks to the vacuum insulated double wall.)
Here’s the email marketing take away:
Out of all the reasons to buy one bottle or their other, the insulated double wall was the “selling point” that got her to buy.
And whatever your product or service is, you’ll have many different features/benefits and selling points.
Each one of your customers are unique. And each potential customer has a selling point that will get them to buy. So it’s your job to pack each (educational or entertaining) email with a different selling point.
And when that reaches the inbox of a future customer, maybe that will be the selling point that converts them.
Keep providing value in each email and mix in different selling points to turn more subscribers into customers.