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How And Why To Send Interesting Emails

emails1Until I got sideswiped by that forced sabbatical at the end of last year, I had a pretty tight thing going with my emails.

For a long period in 2013, I was sending out a daily email to the handsome-as-all-hell folk who’d had the foresight to share their email addresses with me (hey! I’m looking at you!)

To this day, I still get tons of questions about that. Questions like “why?” and “didn’t people get pissed off?” So here goes:

Q1: Why do you send so many emails?

Building up a database of prospective clients and communicating with them regularly is the single most important marketing activity that you can do, entirely irrespective of what business you’re in: industrial, retail, service, consumer goods, anything … no list of future clients, no future growth.

Making regular sales offers to that list of prospects, whether in person, by telephone or by email is the most efficient route to more sales. This is an incontestable truth.

Show me a serious business that doesn’t have a list of prospective clients and I’ll eat a diaper or two, washed down with a glass of bleach.

Given the power of marketing automation, I believe that email is the fastest route to more sales conversations (and more sales), so I – along with many others – have decided to focus my efforts on email marketing.

Having made that commitment, I wanted to get good.

So I did two things: I practiced daily, and I continue to study the best.

The practicing daily part had not-entirely-surprising results. The more I emailed, the more sales I made, even if the list didn’t grow hugely during the same period.

(Lesson: make more sales offers, even to the same people repeatedly and don’t be surprised that you make more sales.)

Measurement of activity and results is really important in marketing. Different people measure different things, while some bozos continue to measure nothing and wonder why things aren’t working.

(Lesson: don’t be a bozo.)

When it comes to email marketing, many people are interested in open rates (how many people as a percentage of the entire database open an email).

Others talk about click-through rates (how many people as a percentage of the entire database click on a link in the email).

I prefer to look at average dollar per name. That means that if I’ve got a list of 1000 people, and I know that over the space of a month or so, I can generate $5,000 of new business, then we’re looking at a list value of $5 per name (per month).

What we can then do is focus on increasing both the value per name, through better offers and better quality names, and increasing the total number of names on the list, in order to make our marketing assets work better for us …

BUT it’s NOT a case of the larger the list, the greater the revenue …

… after all … it’s not how big it is, but what you do with it that counts.

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Q2. Don’t people get pissed off when you email them all the time?

No. In fact, the opposite. They got pissed off if I DIDN’T email them (at least the ones who cared enough to let me know.)

I put that down to a good (email marketing) education, good genes (that’s a joke) and exercising a decent amount of emotional intelligence.

You can’t afford to be timid when you’re self-promoting on a daily basis, and you must make sure that your correspondent has something to look forward to.

Tell stories. Tell jokes. Educate, inform, tease. BUT DON’T BE BORING and don’t be obnoxious (unless obnoxious is your schtick.)

If you’re going to “sell ‘em something” every day, at least make it fun for them, or make it interesting. Don’t make it all about you (unless you’re funny or interesting.) Don’t insult their intelligence and don’t take them for granted.

Otherwise they’ll get pissed off.

IN SUMMARY:

1. If you’re not building a database of prospects, offline or online, and you’re not communicating with them regularly, you have no business calling yourself a student of marketing. Please change that immediately. Yes, your list of buyers is clearly important. But your list of not-yet buyers is JUST as important.

2. If you need help with writing emails that a.) inform and entertain and b.) increase the dollar value per name of your list, then you might just be interested in my email copywriting workshop.

keep busy, write hard and rock on!

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