Email Marketing Doesn’t Work
“What do you mean?”, I asked?
He said he had found out the hard way that email marketing doesn’t work. As we dug in to the topic a little deeper, I quickly discovered how he had come to this conclusion. I thought I should share some of my thoughts here, with, you, as well.
First: Email Marketing Does Work
In fact, it works incredibly well. It’s predictable and it’s profitable. Talk to any business owner who is using marketing correctly, and they will tell you the same. The people saying it doesn’t work have actually discovered that ineffective email marketing doesn’t work. That’s because ineffective email marketing simply can’t work. But data collected by major market research companies has proven that email marketing is many times more profitable than many other marketing channels. So, why do people believe it doesn’t work?
Here are just a few, very common examples of how small business owners get email marketing wrong.
- A poorly written email simply will not work. If your email doesn’t motivate the reader to take action; to call you, email you, visit your website, whatever, you are going to think the problem is email marketing. It’s not. Sadly, almost all small business marketing emails are DIY attempts and very poorly written.
- A well written email, sent to the wrong people, will not work. Email marketing is only effective when your message is sent to those who have a demand for what you offer.
- Write a great email and sent to the right people. If you have a bad subject line, your email marketing will not work. No one will open it.
You get the idea. In short, before you reject any form of marketing as being ineffective, make sure you’re using it correctly.
Like many things in life, if we don’t get and apply the right information, our results can make us think the process itself is ineffective. But, when we get and consistently apply the right information, our results show us that the process is incredibly effective.