Recently, I noticed someone I had met locally unsubscribed from my newsletter, “The Gold Digger Marketing Letter” (join the crew here).
Now unsubscribes are a part of email marketing. I’d even say a necessary part because you don’t want people on your list who aren’t interested in what you’re selling (or know someone who might be).
Unsubscribes don’t bother me.
However, ignorance does.
How Easy It Is To Miss An Opportunity
Of course, the older I get, the more I have to accept that there will always be the uninformed.
The annoying part is when uninformed people are rude or arrogant about their ignorance.
So when this particular person unsubscribed, he said my emails were “spam”… despite my offering two free gifts in my previous email — not to mention a constant flow of free email marketing tips.
He definitely has a different definition of “spam” than I do.
But here’s the real sticky wicket: When I checked out his company’s website, they didn’t even have an opt-in form.
Nada. Nothing. A big ol’ goose egg when it came to collecting potential prospects if they visited the site.
Here’s the other kicker: he works for a staffing agency.
This guy just missed a HUGE opportunity to shine at his company. For instance, he could say to his higher-up muckety-mucks:
“Hey, we need to include an opt-in form on our website. In fact… I think we need TWO. One for those seeking employment and one for those looking to hire.
Picture it: We’ll offer a lead magnet to companies, “Are You Making These 5 Common Mistakes With Your Contingent Workforce Program?” and another lead magnet for job seekers, “What You Never Say to A Recruiter.”
Then we start collecting email address and then follow up with weekly emails full of tips and value so that when they do need to bring on a staffing partner – or looking for the right opportunity – we’re at the top of their list!”
Give that young man a bonus…
Don’t Fail To See The Bigger Picture
Except this employee didn’t do that.
He failed to see the bigger picture that email marketing offers and to be honest; it’s too bad for him. He’s a young buck and still has lots to learn, but that kind of conversation could have been a game-changer for his career.
Recruiters know that to find great candidates means getting referrals and being proactive. And referrals don’t come out of thin air.
They come because you ask for them. Which by the way, emails are the perfect place to do such asking.
Thought I’d use that incident as a “teachable moment.”
Make sure you’ve got a lead magnet on your website that solves a pain point for your target market and connect it to an email service provider.
We’re here to help. Reach out if you have questions.