Email Marketing: Turning the Dinosaur into a Community Builder

Building a Thriving Community Through the Power of Email

In the ever-evolving landscape of digital marketing, email often bears the brunt of being labeled a “dinosaur.” It’s old, it’s been around forever, and yet, it remains a steadfast pillar of any successful marketing strategy. In a recent episode of Digital Coffee: Marketing Brew, host Brett Deister sat down with Paul Gowder, owner of powwows.com, to explore an underutilized aspect of email marketing—its potential to build and nurture communities.

The Misunderstood Potential of Email

A lot of marketers overlook email marketing’s capacity to foster a genuine sense of community. Many see it merely as a tool to broadcast information, missing the opportunity for meaningful interaction. Paul argues that community is not just about social media groups. It’s about creating a sense of belonging, something email can do surprisingly well if approached correctly.

“I hear so many people say email’s been around forever… it’s the dinosaur,” Paul noted, “but with ever-changing algorithms on social media and search platforms, email’s consistency is its strength. When you send an email, you know they’re gonna get it.”

A Shift in Perspective: From Broadcast to Conversation

Paul’s experience with email marketing led him to a significant realization. Originally, he followed the common practice of sending fancy, graphic-heavy emails. However, this approach often felt impersonal and more like shouting at subscribers rather than engaging with them. The turning point came when he began crafting text-based emails written in a more conversational style.

By asking questions and directly addressing his audience, Paul noticed a marked increase in engagement. He shared an example where someone responded to an email, leading to a meaningful back-and-forth exchange. “That is building community. You’re getting those responses,” he emphasized.

Building Community: A Step-by-Step Approach

To begin cultivating a community through email, Paul advises starting with understanding your audience’s needs. Instead of focusing on what to send out weekly, identify what your audience is asking for. Are they looking for information about specific topics? Do they have recurring questions?

Once you know what your audience wants, you can develop email series that deliver valuable content in a conversational manner. This approach makes recipients feel seen and heard, enhancing the community feel. Encouraging replies and engaging with respondent emails further solidifies this sense of connection.

Crafting Effective Community Emails

What elements should be part of these community-focused emails? Paul suggests starting with a genuine question and being ready to engage with the responses. Whether through text, images, or linking to relevant articles, variety helps cater to various audience preferences. However, the key lies in authenticity—putting your voice and personality into your emails rather than relying solely on AI-generated content can make a significant difference.

Overcoming Challenges: Patience and Persistence

Email marketing requires patience and persistence, according to Paul. Unlike social media, where feedback is often instantaneous, email responses take time to manifest. Marketers may face the temptation to write off community-building efforts if immediate interactions aren’t forthcoming. However, consistency in delivering value will, over time, turn casual subscribers into engaged community members.

Final Thoughts: Community is Key

In a world where algorithms dominate communication channels, email offers a haven of direct interaction. While technology evolves and new marketing tools continue to emerge, the essence of community remains a timeless, essential part of human connection.

To succeed in building a community through email marketing, the lesson is clear: treat your audience as valued members of your community, engage with authenticity, and persistently deliver value. As Paul Gowder illustrates through his journey, doing so not only strengthens your brand’s relationship with its audience but also transforms the tried-and-true email into a powerful community-building tool.