Watch below as we answer:

Q: How can I leverage my database to grow my business? 

• Featured strategists are: 

  Ashton Bishop – Head of Strategy, Step Change Marketing

  Adam Long – General Manager, Step Change Marketing

  Dean Harris – Director and Founder, Brand Navigator

                                                                                          Ewan Frith – Director, Good Egg Thinking

• About Stump The Strategist:

  • Questions from the floor, answered live in nine minutes
  • It's opinion, not advice
  • Step Change charges clients for advice, Stump The Strategist is free

   

A:

• People receive hundreds of emails a day so ensure they only receive relevant, valuable content. Try curating or creating content around a theme that perks people's interest so they will be more likely to open your emails. Video content is particularly popular

• Don't train your customers to look for price or discounts. Give them something remarkable that engages them and encourages them to open your emails. Leverage your strengths and use remarkable triggers like, 'Somebody has already won. Is it you?' to drive your audience to the other important things you have to say

• Offer something beyond price that others can't compete with

• Think about what value you are providing your customers. Give them information that strikes their passion. For example, musicians are passionate about music and instruments – are you hitting that passion?

• If your business is price-driven but you can only afford to give away 20% or 30% to your customers, try giving away 90% for the first three or four customers only. Even if people miss out, they will be far more engaged with the content and are more likely to purchase at full price

• Try listing on Google Shopping. It focuses on direct click through for individual products. It's the new Google Adwords