I receive about 15 spam emails per day. They cover topics ranging from penis enlargement to 1% mortgage rates with no money up front. I even had a delightful English gentleman offer me $10,000,000 if I just gave him my address and bank account so he could transfer me the money.
I admit, I was skeptical at first, but after about 15 emails per day, 105 per week, 420 per month, 5,040 per year, I couldn’t help but at least give these emails some consideration.
Ok, this is starting to sound like an article from The Onion (it was actually, check it out for a good laugh).
I have skeptics tell me all the time that email marketing doesn’t work anymore because of Spam and that the more fashionable methods of communicating like mobile advertising and social media are more effective.
The statistics say otherwise. For every $1 spent on email marketing, the ROI is $44.25 (data from the email expert).
So now that we have that objection out of the way, how does a small business take advantage of that incredible ROI opportunity? Here are the 5 broad “action items”:
- Get Their Permission: The first thing you need to do is get your customers and prospects to agree to receive your emails. Seth Godin wrote a great book about this that you might want to check out.
- Be Remarkable: Give information that your target market and customers can use and make it remarkable.
- Be Consistent: When you consistently provide remarkable content, people will begin to trust you.
- Call-To-Action: Have a call-to-action (CTA) in every email (Yes, I said every). It doesn’t have to be a sales CTA, but ask them to do something that is relevant to what you do and that will be valuable to them.
- Track: It’s very easy to track the results of the emails you send with modern software. Use these tools to see what’s working and what’s not.
Everything revolves around trust. When you get permission first and then deliver value consistently, people will trust you. When they trust you, they’ll not only buy from you, they’ll tell everyone they know (assuming you deliver on your promises).
As always, feel free to email me with any questions.
To your continued success,