This works with other laws such as, ‘The Law of Reciprocity’ and become a ‘domain field expert’.
Give, and give, and give MORE until you ask for something. The more you have given, the higher likelihood someone will feel obligated to purchase.
Example: I once heard of a couple who loved candles. They had a blog doing reviews and digging into the entire industry. They have hundreds of thousands of subscribers who couldn’t wait for the next issue. After over a decade of building VALUE and TRUST, one day they decided to create their own range of candles, based on everything they knew about the best candle making and experience.
They put a shop on their site. What happened was what many refer to as ‘an overnight success – selling millions of dollars worth of candles per month!
Value is also closely tied to relevancy.
Let’s say we have a dinner party coming up, and we want to impress our guests. All of a sudden, the wine email I subscribe to, will get opened and I’ll look for something special.
Smart companies will KNOW these triggers. Here are some examples:
– 6 Months you need another dental appointment so the reminder email is sent
– Your car company may let you know your tires need to be replaced
– A protein company may know how long a normal person uses a tub of protein – which triggers a ‘do you need a top up’ email
When combining the above 3 overarching principles and all of the things that can be done within each, email marketing is a science unto itself.