It’s tempting to look at the marketing technology landscape and think you have to do more.
Research chatbots …
Look into AI …
Check out SMS marketing tools …
Although these tactics have their place, there is one that still gets the job done like a faithful Oldsmobile back in the day.
Email marketing.
Here are some stats to drive it home:
- There are 4 billion daily email users.
- 37% of brands are increasing their email budget.
- A majority of marketers using email leverage mobile-friendly emails as part of their marketing strategy.
- Subscriber segmentation is the most effective email marketing campaign strategy.
- 33% of marketers send weekly emails and 26% send emails multiple times per month.
- 77% of marketers have seen an increase in email engagement over the last 12 months.
- Smartphone users prefer to receive brand communications via email.
- Almost half of marketers report changing their email performance measurements as a result of Apple’s Mail Privacy Protection changes.
- Testing your emails leads to higher ROI.
(“The Ultimate List of Email Marketing Stats for 2022”, Katrina Kirsch, Hubspot, November 20, 2022, https://blog.hubspot.com/marketing/email-marketing-stats)
When it comes to email marketing, you’ll find plenty of online resources for strategy and tips on what to include in your messaging. But what you may not find is how to overcome mental obstacles so you can create an email marketing plan that delivers lead generation.
When I was talking about an email campaign with a business development manager, he was a bit hesitant. “I’m afraid if we send out too many emails, people will be turned off and will unsubscribe from our list. Won’t we be seen as a pest?”
Get Over Your Fears of Being Seen as a Spammer
If one issue concerns me with email marketing, it is this: a fear of being seen as a spammer.
In fact, I had to break through this myself, which made me realize how often it holds people back and the consequences of giving in to this fear. No one wants to be a spammer, but let’s look at the definition of a spam:
spam – noun :unsolicited usually commercial e-mail sent to a large number of addresses
Another fun factoid: the meaning of the word originated from a skit on the British television series Monty Python’s Flying Circus in which chanting of the word “spam” overrides the other dialogue (first known use: 1994)
If you’ve been involved with marketing, you know the perils of buying lists and then blasting emails to them, which can get you into a lot of trouble with email service providers. That’s not how you build a list. You want people who show an interest in your business and sign up to receive emails from you.
In which case, those emails are not unsolicited. People gave you permission to send them. As far as “commercial” goes, there is a difference between sending a hyped-up email about a vitamin supplement and an email that delivers value to the recipient. Remember this word… value. We’ll get to that in a minute.
Remember you’re in business to help your target customers find a solution to their problem.
A story to illustrate this is the man who was fast asleep at night. Suddenly, he was awoken by a loud banging on his door. He tried to fall back asleep, but the banging continued. Finally, he got up to see who was at the door. It turned out it to be a neighbor who was letting him know his house was on fire.
Instantly, that neighbor went from being an annoying pest to a welcome guest! So, it is with your business. If you honestly believe your service or product will help your customer, then you need to let them know. Email marketing is a great way to do this, but you have to get over the mindset you’re somehow a “pest” when you let them know about your solution.
Will everyone see you as a solution? No. But you can’t let the “not for me’s” keep you from reaching the “yes for me’s!”
Don’t allow your fear to keep you in the negative space. Realize there are plenty of people who need your help and the only way they’ll learn about your solution is if you bring it to them.
Top of Mind Awareness Means Repetitive Messaging
There’s a marketing term called “top of mind awareness” (TOMA). When your prospect is in the market to buy the type of service you offer, they’ll think of your brand first. And why would they think of you first?
Is it because you send them a quarterly newsletter and then you’re silent for the other eight months? (Hint: sending a message once every three months is not the answer.) Is it because you send one email newsletter a month? (Again, no.) Or is it because you send at least one email message a week, and if you’re really breaking through your fear, more than one.
I have a copywriting guru I follow who sends me a promotional email every Tuesday and Friday. He sent me seven emails in November. Do I consider it spam? Of course not. I’ve bought one of his extremely helpful eBooks and most likely will buy more in the future. And the reason I do this (and enjoy his emails) is because he brings me solutions. He’s a credible expert who delivers quality information I can use.
I didn’t buy an eBook from him because of one email. I received several emails before finally seeing one which addressed a need. That’s what TOMA can do.
My copywriting guru understands he is bringing value into my life. This is what you need to think about when you send your emails. Make them full of your expertise while focusing the message on your prospect’s need.
You’ve Got Bread. Find the Hungry.
Craft your message in such a way to call out those who are hungry for your solution. Business owners are overwhelmed and confused by tax laws, technology, marketing and more. Some business owners are clueless about bookkeeping. And many aren’t sure if they’ll be able to retire comfortably. They wonder if they’re making the right financial decisions for their business and their family. These types of concerns keep them up at night.
Hammer on their pain and then highlight your solution. Find ways to help them with their problem. Or use your authority to challenge the status quo. Send emails that address, for instance, new ways to save money. Everything from getting the best deal on office equipment to helping them find low-cost software.
Be helpful. I cannot stress this enough. Too many businesses send emails touting their services but fail to offer any helpful advice. Any knowledge you can share that can be implemented immediately will catapult you to TOMA status.
So, wrap your mind around what you can offer to those who need you most and go after your list with a passion!
Do not be afraid of being a pest. Do not be afraid of unsubscribes. It happens. Move forward to find those who will find your messages helpful and relevant.
Be bold. Be helpful. Keep sending your solution-centric emails to those who gave you permission to do so. The old sales adage says it takes 7-8 “touches” to reach a prospect. I have several friends who are sales professionals and they say the number has increased to 9-11! It has become even more challenging to capture a prospect’s attention. Email marketing can quickly become your favorite way to get attention for your business.
How to Build a Fan Base
Allow me to dispel a myth about email lists. You do not need to have a list of thousands to get results. All you need is a core group of clients and prospects who are engaged with your marketing message.
Some of the most powerful Internet marketers only have a list of around 1,000 names and many times, they get better results from their list than the guy with 20,000 names. So how does that work?
Look at building an email list as building your own “fan base.” Just like a rock band has loyal fans that follow them throughout the country, you also can do the same. Create anticipation and yes, excitement, with your emails.
Partially excerpts taken from the book, The Maverick Advisor: The New Rules of Marketing for Financial Advisors and Consultants – Get Great Clients, More Respect, and the Fees You Deserve, by Mary Rose Maguire.
