Hi everyone, I am one of these weird guys who receive copious amounts of reports from various companies espousing the virtues and the flaws of email marketing.
Some of these reports insist we should be using technically advanced methods of creating emails.
Most of them agree though; Email is not going anywhere.
Let me put at rest some of the myths I have been reading. Email, or delivering a message direct by electronic means, WILL NOT disappear.
Regardless of the popularity of social media sites like Facebook and Twitter, email in-box numbers world-wide will still be open for legitimate marketers to send messages to. In fact, the number of email accounts outstretch any social media customers by a massive number.
What will change though is the way people may read their emails.
For instance, Smart Phones numbers are growing so are PC Tablets.
So rather than people reading emails via a traditional PC they will adjust to read their emails via these new electronic devices.
What does this mean to the email marketer?
Firstly, the three principles of email marketing will never change.
1. Gather a list of people, customers, clients.
This so essential in email marketing.
If you have an existing business grab customer names today. Place them in a list so you can have the ability to send them a targeted message.
I recommend to all my clients have a 'MAIN LIST' and then segment or categorise this list. In simple terms, "Can you break the main list up into smaller segments or categories?"
Let me explain further.
If you own a restaurant, maintain a "Main List" but also have separate lists of people who like certain meals. i.e. Steak Lovers, Pasta Lovers etc. You could even go as far as creating lists for Red Wine Lovers, White Wine Lovers, Boutique Beer Lovers. If you have an online store always maintain a "Main List" but can you segment this list into what someone may have bought.
The second principle of email marketing which will never change is:
2. Build a Relationship With Your List.
Don't try to sell your products and services to everyone all the time. I am not an advocate of selling in every email but it is OK to let people know what you have new etc.
It is our responsibility to let every person know what products and services we have which could help them. If we don't we are guilty of negligence in our business.
The way we let people know though is so important.
Limit the hard sell. In fact all successful marketers will tell you, you shouldn't be selling but informing. If you have targeted the right list, your customers will know if the product or service best suits them and will seek you out. Provide people with useful information. This is crucial to building a relationship.
Once you have Built A Relationship you can work on specific offers to your clients.
3. Make An Attractive Offer
This offer can be made after a meaningful relationship has been established. Don't get caught up with a new product or service you are offering. Look to see how it helps your "Lists".
If you have established a credibility in the market place people will be happy to follow you and buy from you.
But only after...
You have demonstrated 'care' and only after you have demonstrated 'competency'.
Did you see I used the word competency?
Most people believe they have to get to 'Expert' status.
Whilst this may be desirable, research over the past 50 years reveals Leaders only need to be Honest, Have Vision, Be Inspiring and have Competency.
So, demonstrate how your products and services have helped others and this may be enough if you have the other Leadership traits in place.
Again Email Marketing is going nowhere. It is still the most cost effective and affordable method for a business to market.
As long as you follow proven formulas and steps then
1. Maintain a list;
2. Build a relationship; and
3. Offer a meaningful products or services;
then you will find it doesn't matter if people read emails via mobile phones, PC Tablets or the traditional PC then they will happily allow you to email them.
Cheers and Great Selling Kurt
