Sir Isaac Newton’s Laws of Motion are three physical laws that together lay the foundation of classical mechanics. They describe the relationship between a body, the force applied to it and motion in result. These laws can easily (when loosely interpreted) be applied to email marketing efforts. Effort is all that’s necessary for your marketing to stay in motion, accelerate ROI, and invoke a buying reaction. Lets apply Newton’s Laws to email marketing and explore what governs a good email marketing campaign.
Newton’s First Law
An Object in motion stays in motion.
When you keep the ball rolling in your email marketing, it will be hard to stop its effectiveness. A consistent, on-going email campaign is imperative; create a schedule your customers can rely on. This will help you in two ways: first by building expectation and second the surprise of an occasional special email. Building expectation in your customers creates a routine and people like routines. They are comfortable and predictable. When educating your customers on a regular basis you build trust and reliability that will in turn positively influence buying. A predictable email campaign also gives way for the unexpected. When you send the occasional off-schedule email it will automatically trigger an alarm in your comfortable customers, creating the urge to investigate this surprise email. Use these surprises for flash sales or big announcements. As much as people love routine, still more they love a good surprise. Putting an email schedule in motion will keep your marketing in motion.
Newton’s Second Law
Force applied is directly proportionate to direction and acceleration.
The work you put into email marketing is directly proportional to your return.
Marketing Sherpa did an Email Marketing Benchmark Survey that found that 60% of marketers reported ROI for their email marketing. Of those, the average return was 119% and the return is even higher for those sending less than 100,000 emails per month- a whopping 139%. You just can’t get that kind of return with such little effort anywhere else in marketing. While you shouldn’t let your other marketing efforts go, the power of email marketing is frequently discounted and pushed to the side. Apply the appropriate force to your email efforts and your marketing and sales will go far and fast.
Newton’s Third Law
Every action has an equal and opposite reaction.
If you push hard on something, it will push back in a big way. Email marketing, like all inbound marketing, is for customers, not for sales. Build your email strategies around your ideal customer. If you haven’t already created a buyer person- DO IT! If your emails push sales, sales, sales, it’s likely your customers will push back. They may just delete the email, but could possibly be pushed to unsubscribe or sent to the dreaded SPAM folder! Negative pushback can be avoided with a push in the other direction, use your emails to educate your customers. Answer their questions, solve their problems, and add value and they will push back positively with good click-though-rates that ultimately result in sales.
While I may have stretched Newton’s laws a bit here, you get the point. Email schedules, putting in the effort, and customer-centric campaigns are equally as important as Newton’s Laws of Motion. These laws of email marketing govern a wholesome email campaign in the same way Newton’s laws govern the foundation of physics. They cannot be avoided and are steadfast. No matter how the industry or market changes these laws will still remain true.
Are you utilizing the power of these laws in your own email marketing?