3 e-Mail Marketing Problems
Most Businesses Have
[Including Yours]
- Word count: 481
- Approximate time to read: 2.0 minutes (at 250 words per minute)
Every business I have consulted with has these same e-mail marketing problems:
- Problem #1: Consistently send e-mails to their database of clients, prospects, and referral partners.
- Problem #2: Write content that people want to read.
- Problem #3: Follow-up a campaign with a phone call.
By the way, these are huge issues too.
Problem #1: Being Consistent.
So how often should send an e-mail to someone for maximum reader engagement? Although there's isn't any magic formula when it comes to frequency of sending an e-mail but here is the important part: You need to commit to a schedule, e.g., every Friday morning at 9:30 a.m.
My spin on frequency (based on sending 65+ million e-mails) is this: You can easily e-mail 2 to 3 mass e-mail campaigns per month to a "non-opt-in" database of prospects (more if they are a client) without offending them.
Read The Results From This Survey.
According to the Direct Marketing Association (DMA) survey in 2016:
- 38% of businesses sent 1 to 3 e-mails each month.
- 28% sent 4 to 5 emails each month.
Although you might not be able to create 4 to 5 e-mails a month, you should find a way to be consistent nonetheless.
Problem #2: Sending "Content" People Want To Read.
Creating content your target audience wants to read takes time and thought. The best part is this: It is easier than you think. Here is a suggestion: Find content that positions you/your business as an "industry and thought" leader.
The Key: Write For Double Readership.
The majority of people reading your campaign will only invest 0.5 to 2.5 seconds before they decide to continue reading your e-mail in more detail/add it to a folder for future reference or delete it from their inbox.
My Formula For Double Readership:
- An introductory paragraph(s) of 2 - 3 sentences.
- Sub-headlines that introduces a particular point of interest.
- Bulleted points of interest.
- A closing paragraph(s) of 2 - 3 sentences.
Problem #3: Making A Follow-Up Phone Call After An E-Mail Campaign.
If you want to see sales magic happen, send an e-mail marketing campaign at 8:30 a.m. to your database of prospects, e.g., an introductory letter with a high visibility low-risk offer. At 10:15 start calling the people who opened the campaign.
In fact, whenever I take this tactic at a client's sales training session, every salesperson starts seeing results - actually staggering results.
The Harsh Truth About e-Mailing Marketing.
Everyone's inbox is overflowing these days, and no one wants to get another e-mail; unless of course, it is of value to them - and don't forget to follow-up a campaign with a phone call.
