Post on 27-May-2015
description
The conversion stats are screaming:“You should be doing this more!”
The ROI stats are screaming:“Please, throw money at me!”
Your existing customers are screaming “I already know who you are and trust you!
I just want to learn more from you!”
There's the problem with hating email marketing...
Two Business Partners
Email is not the most exciting subject.... but email works.
To do it effectively, is pretty daunting.This is not a sales pitch, its an informative reality-check.
Well... half-true.
A well-curated email list, on a per user/email basis, can outperform the best-converting, mostly highly targeted, strongest buying intent keyword marketing that you can
buy from Google.
Why? Well fundamentally, its the old addage: its just easier to sell to your existing audience.
“Basically, email is the hipster kid who listened to The
Beatles before Target started selling t-shirts with the British
heartthrobs on them.”
– Alyssa Adkins @ SocialMediaToday
CustoraQ2 2013 – Fresh!
“Email marketing has been a growing trend in e-commerce, with an increasing number of retailers building communities
and collecting email addresses, then converting
those “members” into customers.”
“Phsssaw”, you say, “ sent my newsletter just last week
and my business didn't suddenly morph into a
behemoth cash steamroller.”
Well, this new email marketing... it ain't your
grandaddy's email marketing.
A highly qualified audienceA highly segmented messageVery concerned with where
the customers is at in the life-cycle
Timely and/or PersonalInterested in a two-way,
ongoing value proposition.Multi-armed-bandit-tested to
the hilt[Lets camp here for a bit]
The New Email Marketing is...
Using spaced repetition.Using teach, teach, sell, teach
teach sell.Delivering the highest value
information up front and selling the implementation
details.Integrating video (+40%
effective).Asking for the sale.
The New Email Marketing is...
Customers with a specific problem that you solve.OR
Customers who just love your brand of goodies.
People hate getting email, amiright? What about THESE people?
You should be collecting their emails and talking to them.
Just starting out in a new market and not an expert? Its okay, just collect, reformat, republish from the actual
experts.
About Building an Audience
“But, I'm already doing this with social media.”
As you should be, but here's what you're competing with:
Bad neighborhood.
Then again, I personally hate email marketing
Because its tedious.
Because there are other aspects of my business that seem more important right
now.
Because I don't have the budget to pay someone to do
this right.
The most surprising thing we learned: even the il primo experts admit they're not all doing this right.
These are some of the top people in the field, the most connected.
They've got a lot going on, as do you.
BaconBizConf
You probably have a cold email list laying around that
you'd like to try some of these techniques with...
So do we, and we're running an experiment to resurrect a
cold email list...
Give me your email address after the Q/A and I'll send you
the results.
Or, email me: barry@360ideas.com