If you’ve read my first book, Automate Your Business, you’ll know I’m a huge advocate for using email marketing. It’s the easiest and most effective way of moving prospects along your sales timeline, educating them and getting them closer to buying while giving them massive value in the process in a way that is scalable. How do you do it?
You’ll no doubt have seen articles saying “Email Marketing is Dead”. Possibly, but I’d suggest it’s more to do with the fact that most people haven’t evolved their efforts.
Look at it this way, by the same token, direct mail has been “dead for years” according to most, but we send out hard copies of our books and get incredible response. That’s direct mail in the truest sense of the phrase. It works all the time you’re sending massive value.
The complaint really is that people can no longer spam offers 5x a week and make endless sales. The game has changed and the new version is to send MASSIVE GENUINE VALUE and almost guilt people into buying from you. I don’t mean that in a negative way but in a “These guys have helped so much over the YEARS of course I’ll buy from them, not anyone else” way.
Of course you want to be sending offers but keep it to an 80% value and 20% sales ratio if you can. Different industries will struggle to some extent but if you’re a Lawyer, PR person, Marketer, Web Designer, IT guy or Business Consultant then you’ll have no problem! You have endless content, tips and advice to share.
Even if you run a sign company or you are a printer, what about sharing 10 really cool business card designs or some of the latest signs you’ve created, in a way that says “You could have something like this”. Email Marketing is one of those mediums that just needs to be used properly for it to work. If you use it like it’s 2001 and assume 80% open rates then you’ll always be disappointed. As Gary Vaynerchuk said recently, “Market in the year we actually live in”. The guy has a point.