Email marketing: Worthy of a higher sense of purpose by Fred Tabsharani @tabsharani

Email: Worthy of a Higher Sense of Purpose

Whether there are dozens or hundreds, the email marketing messages that arrive daily in your inbox which vie for a share of your time and attention.  Because of persistent issues with spam, messages face continued scrutiny.  In order to appeal to subscribers, messages must be authentic, carefully crafted with a specific purpose in mind.  The question is, what kinds of messages will catch subscribers’ attention and resonate with them?

One type of authentic email marketing messaging is laced with charitable goals and good intentions. Subscribers find the idea of charity emotionally appealing, and they will gain satisfaction when they know that proceeds from purchases of your product or service will ultimately benefit other human beings in need.  The wisdom of partnering with a charity and creating inspirational messaging cannot be overstated.  Charity related messaging has a proven positive effect on overall brand awareness which transcends generic “sales event” campaigns.

The higher purpose
Buried deep within every organization is a sense of purpose.  That sense of purpose is a voice that reverberates through the minds of conscientious employees.  The voice should be a constant reminder to an organization which perpetually asks, “What is the higher sense of purpose for our company?

Created by Dr. Abraham Maslow more than 50 years ago, a sense of purpose is the highest form of self-actualization. Creating email messaging with a higher sense of purpose and aligning your emails with a charitable organization will allow you to develop intimacy with your subscribers.  Advancing, the focus is no longer on a conversation with your subscriber, but instead, there is a deeper connection because both brand and subscriber are working together to reach a common goal associated with a relevant charitable organization.

Respectful messaging = respected subscribers = fewer spam complaints
By respecting your email marketing messaging, you respect your subscribers.  Rather than bombarding them with mundane “30% off Campaigns,” inform them about noble endeavors, events and/or goals your organization has genuinely organized with your charitable partner. With consistent focus on your charity, the spotlight moves away from your subscribers and gravitates toward your organization’s higher purpose.  In turn, your subscribers will naturally have a higher sense of loyalty and respect toward your brand. Cultivating this type of relationship between your subscribers and your brand will undoubtedly reduce spam complaints and have a positive effect on deliverability.

Case studies show that when companies link a purchase to a charitable contribution, awareness increases dramatically.  As subscribers become aware of your charitable intentions, the fewer spam complaints you will receive.  In turn by activating Social Media as an extended channel, brands will dramatically enhance the overall awareness of your efforts by offering greater exposure and endorsement. Charitable efforts yield emotional stories which ignite passion for brands.

Play host and connect emotionally
Let’s recall that abundance comes from good feelings that result when each encounter in the universe is based on good intentions.  When an organization plays host to a charity, your brand is developing a higher esteem for itself. By extending appreciation toward the charity, your brand becomes a conduit between your subscribers and the charitable organization.  The intention of giving, allows your brand to communicate via email on a higher frequency than competitors who are not linked to a charitable cause. Imagine when a few of your subscribers donate directly to your charitable partner through a direct link from your email.  What ensues is a mutually beneficial negotiation with your charitable organization which will actively pursue reciprocation because your subscribers made direct donations, attributable to your brand.

The impact of charitable marketing
Besides the increased brand awareness, and impact on credibility and consumer perceptions, charitable marketing has also proven to help the bottom line. There are numerous case studies on charitable marketing, but one stat that stands out above the rest is this:  A recent study by Cone and Duke University found that 87% of consumers said they would switch from one brand to another comparable brand based on its association with a charitable cause.  Also, when consumers were aware of a given company’s charitable efforts, they consistently rated the company more highly in terms of trust, endorsements, bonding, and innovation.

So, what’s the best way to align your brand with a charitable organization? Ask your subscribers!

The opportunity exists further to develop greater intimacy with your subscribers simply by surveying them. Whittle your list to four and ask your subscribers, which charity they would like your brand to be associated with.  Again, by allowing your subscribers to choose the charity, you are empowering them to make significant decisions about the future of your organization; which is the highest form of respect.

Takeaway: The higher, the fewer. Respecting your subscribers also means showing you respect and care about your community and the world we share.

This article was inspired by Melinda Krueger of Ogilvy One.

Meet the author:

Fred Tabsharani

Fred Tabsharani

Fred Tabsharani is engaged in strategic marketing initiatives for Port25 Solutions, Inc., a globally recognized email software company which serves Email Service Providers and leading enterprises. After receiving his MBA from John F. Kennedy University, Fred immersed himself into the world of email deliverability and constantly discovers new insight from thought-leaders in the email industry. He is a columnist for a few industry blogging portals and is also a member of several email based organizations including but not limited to MAAWG and the Email Experience Council. Fred’s goal is to continue honing his skills and knowledge in this space and to build timeless industry relationships that transcend business goals.

Connect with: Fred Tabsharani

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  • Jordie van Rijn
    May 17, 2010 at 2:29 pm

    Great post Fred. And an excellent case for building the brand on brand values.

    I’d like to add my two cents.

    Charitable marketing requires a long term commitment. It will start to really pay off after a certain period of time, also the charity in question should be aligned with the companies brand values.

    As a fun fact, its not always best to take charity into the mix. Within a specific loyalty savings program we found that adding a “donate your points to charity”option was not such a good idea. A part of the people who wanted to use the points for themselves, where left with a guilty feeling because they didn’t donate. A marketeer doesn’t want that to happen!

  • Jordie van Rijn
    May 17, 2010 at 2:29 pm

    Great post Fred. And an excellent case for building the brand on brand values.

    I’d like to add my two cents.

    Charitable marketing requires a long term commitment. It will start to really pay off after a certain period of time, also the charity in question should be aligned with the companies brand values.

    As a fun fact, its not always best to take charity into the mix. Within a specific loyalty savings program we found that adding a “donate your points to charity”option was not such a good idea. A part of the people who wanted to use the points for themselves, where left with a guilty feeling because they didn’t donate. A marketeer doesn’t want that to happen!

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