Divi WordPress Theme

E-mail Word of Mouth Marketing

“Word of mouth” is traditionally thought of as something that happens mostly in face-to-face settings. In fact, the statistics support this: a study by Journal of Advertising Research showed that 75% of conversations between consumers about brands take place offline. Also according to them, 15% happens over the phone and “just” 10% takes place online. So where does this place email word of mouth marketing?

That does not, however, mean that it can’t be worthwhile to construct word of mouth marketing strategies for online communication methods like e-mail. Even in an online setting, a recommendation from a friend will weigh much heavier than a regular advertising message. It is also to be expected that the percentage will keep increasing in the coming years, as the trend shows that fewer people talk on the phone and instead move to e-mail, social networks, and online chat.

Encouraging e-mail recommendations

In its simplest form, word of mouth marketing with e-mail is just encouraging consumers to share something positive about a brand with their friends. Getting just one in ten customers to recommend the brand to a friend can have a significant impact on growth, so it’s definitely worth putting some effort into.
Email Word of Mouth
The most common method to encourage recommendations through e-mail is probably having an “e-mail to a friend” link on the website, similar to how many businesses have links to encourage sharing on social media. Unfortunately, these links are rarely used by visitors. It requires quite a bit of effort from the consumer, and there is usually no clear reward for using it.

A potential way around this is rewarding consumers for referring their friends to the website (through e-mail or other methods).This will have a much higher adoption rate, especially if the reward is good, but it comes with a big disadvantage: since the recommendations are technically “bought”, consumers will trust them less. If they know their friend gets a reward for inviting them, they’re less likely to consider it a genuine recommendation.Email Word of Mouth

Another strategy that can increase word of mouth through e-mail is creating content that consumers find good/funny/interesting enough to forward to their friends. This is definitely not easy and can take a good amount of experimentation to get right, but in the long run, it may be worth it. Consider two online stores: one that sends out a weekly message simply listing new items and what’s on sale, and another that puts a ton of personality, fun stories, and quirky videos in their newsletter. It isn’t much of a stretch to think that the second probably gets forwarded a lot more.

Conclusions

There’s no doubt that e-mail can be a powerful vehicle to increase word of mouth online, but there are also many potential pitfalls. As with all word of mouth marketing efforts, making the recommendations appear genuine will be the hardest challenge. What works best will vary from business to business, and it’s important to remember that not all businesses are well suited for e-mail promotion. Usually, it works best when there is already an existing e-mail relationship between business and consumer.

Marketing Mondays – Intro to Marketing through Storytelling

I am happy to tell you all about marketing with stories in this intro to storytelling. You'll learn about the importance of marketing through storytelling in the right way that gets results. You're going to learn what storytelling is, how to create truthful stories...

Marketing Mondays – Word of Mouth Marketing in Social Media

Word of Mouth Marketing with Social Media The advent of social media is probably the most important thing that has happened to word of mouth marketing since the telephone was invented. Never before has it been so easy for people to discuss and recommend products and...

Marketing Mondays – Mobile Technology in Word of Mouth Marketing

Ideas to use Mobile Technology for Word of Mouth Marketing Since most people are carrying their phones with them at all times, it makes sense to try to utilize this for word of mouth marketing purposes. There are a few ways in which mobile technology can be a great...

Marketing Mondays – Ways to Repurpose Content & Get More Out of Each Story

Ways to Repurpose Content & Get More Out of Each Story Last blog post I told you about using imagery to best represent what you want your audience to envision in their mind's eye. This post is going to be about how you can repurpose many different versions of the...

Marketing Mondays – How to Use Imagery in Your Marketing Stories

Last blog post I told you about how to ensure that your marketing story is something that your audience wants to read. Now I want to explain how the words that you use, the images that you include, and the format of your marketing story makes a difference in how your...

Friday Freebie – Dealjumbo.com

  Friday Freebie! Featuring DealJumbo.com Yes, I know, it's late this week. Friday the 13th hit this post hard. Had it almost finished and it logged out. It saved nothing. SO, I had to re-write it. Forgive me for it being a Saturday Freebie this week! Welcome to...

Categories

Adsense

Become a VIP Today!

Join our mailing list to receive the latest news and updates. PLUS you get VIP access to new releases and free goodies!

Welcome VIP!

Pin It on Pinterest

Share This
Visit Us On FacebookVisit Us On Twitter