“Whenever you find yourself on the side of the majority, it is time to pause and reflect.”
- Mark Twain
Just in case you’re wondering, I am not going to teach you to start spamming people. Many small businesses have a knee-jerk reaction when I put the idea of email communications on the table because of all the no-class marketers who give it a bad rap. But email marketing done right is one of the best tools ever invented for keeping in touch with your prospects and customers.
It’s convenient, it’s free, and your messages are delivered instantly.
However, most businesses, PR companies, and ad agencies don’t have a clue how to use this communication medium properly.
Here’s an example. Most “experts” tell you that you “can’t send too many emails, or you’ll annoy people.” Your business peers have probably already warned you that “no one buys from an email.”
I send an email virtually EVERY SINGLE DAY to my list. The only time I miss a day is if I get bogged down traveling or am unravelling a family crisis. And EVERY time I send an email, people buy something and I make money. End of story.
The secret to getting this right is to make sure your emails are interesting and relevant. It’s also imperative (legally so) to get permission from your prospects before you email them…and I DON’T mean by tricking them into not ticking the “don’t email me” box.
Setting expectations is another key to success, so make it 100% clear what they will get, too. As long as you’re relevant, interesting, and not boring, people will be happy to receive your daily emails and read them. Considering that most people are content to sit and read a newspaper each day, or pore through pages upon pages of a book, why would they not be excited to receive vital, interesting information on a regular basis about a topic that intrigues them?
Don’t believe this will ever work? Not so fast – I got permission from you to send emails, didn’t I? How did I do it? By offering you my free 365-step marketing course, you already know up-front that you’ll be receiving one email per day for 365 days, and as long as you find these emails informative and NOT BORING, you’ll be happy to get every single one.
Sure, you probably won’t have time to read them all, but you’ll certainly read as many as you can. And because they arrive on a daily basis, you’re bound to start opening them sooner or later. You can opt out any time you want, which means you’re always in control.
Quick confession – I do still get complaints from people now and again telling me to “fuck off and stop sending me emails.” But who cares? I’m not spamming these people – they opted in, just like you did, and it’s hardly my fault they forgot. For all I know, they’re schizophrenic and one of their other personalities signed up.
In any case, I don’t lose a minute’s sleep over it. I’m delighted when people tell me to “fuck off” because it means I just got rid of someone I DON’T ever want as my customer. I’m weeding out the crazies, the assholes, the time-wasters, and the tyre kickers – and hey, that’s fine by me.
Besides, I get far more people emailing to say “thanks.” One more thing: Don’t EVER buy or rent email lists. No one EVER opts in to receive emails knowing that anyone and everyone will have free reign to send then just about anything they want, so the quality of email lists for sale is always very, very poor. If you’ve set the standard for a trusted relationship, however, and you’ve properly set expectations, emailing your list every day keeps the relationship alive and sets the stage for a golden marketing opportunity.