Let’s answer this question once and for all.
I’m going to show you today why email is not dead and more importantly, I’m going to tell you why most people who try to use email marketing fail miserably (which, of course, brings them to the false conclusion that email marketing is dead or doesn’t work).
So I’m sure you’ve heard, “The fortune is in the follow-up”.
It’s 100% true. Most people who come into your world are not going to be ready to buy right away (either because the timing isn’t right or they need to get to know you better, or they’re just not hyper-decision makers, etc.).
So don’t freak out when people don’t buy right away. It’s totally normal. As long as you have a good follow-up strategy in place, many more will come around.
We have people who were on our email list for 2+ years before they ever bought anything from us— and that’s okay because we are in this for the long game. You are too, right?
So I’m sure we can all agree that follow-up is critical to your business’ success. But is email still a viable communication medium for following up?
I mean aren’t most marketing emails going to the junk folder (and even the ones that do get to the inbox, aren’t most people just deleting promotional messages anyway)?
Well, if you’re doing it wrong, then yes, that’s a problem.
If all you’re ever sending out are promotional emails that talk about why your thing is amazing and why they should buy right now and what sales you’re currently running —
Then, yes, you will often land in the junk folder and you will train people to delete/ignore your messages.
The trick is to write emails that people want to open — emails they look forward to receiving.
When you do that, they’ll open and read them more often and that behavior will train their ESP (email service provider) that messages from you are important (thus you land in the inbox much more frequently).
You see, here’s the biggest mistake people make with email follow-up:
They think the message should be all about the details and features of their thing and why it’s so great and of course, they try to go straight for the sale every single time.
That strategy almost never works and it kills your chances for long-term success. Let me give you a little analogy to explain why.
Imagine someone offers you a glass of milk and you say “no”. If they come back 10 minutes later asking the exact same question “do you want milk, now?” You’re going to think they’re a bit crazy at best, and annoying at worst.
Then, if they come back 30 minutes later and ask the exact same question again, “how about now ? are you ready for some milk now?” You’re really going to start to get angry and your’e probably thinking, “Wow this person is incredibly desperate — what a turn-off”.
That’s basically what most people are doing in their email follow-up.
But consider if they used an alternate approach —
What if they come back on the second point of contact, and ask if you want cookies instead of milk? Well, that’s not annoying because it’s a different angle. If you say “yes” to cookies, you might then be thirsty for milk.
Does that analogy make sense?
You see, here’s the big secret for making email marketing work:
The goal of email follow-up is not to primarily make a sale or talk about your thing, but rather to make a connection and keep your readers wanting to hear from you. You can’t do that if you’re constantly talking about the same thing over and over and over again, always going straight for the sale.
“So hold on, are you saying we shouldn’t be asking for a sale in every email?”
No, that’s the beauty of our email strategy.
We actually do ask for sales in every email, but I do it in a way where my list continues to look forward to hearing from me even if today is not the day that they’re ready to buy.
Good news, you really can have your cake and eat it, too.
Contact us today for more information on how we can help you implement this email strategy.