As I’m talking to business owners, they often ask me what email marketing is and how it can help them with lead generation and sales. It’s a great question and one I’m always more than happy to answer.

Email marketing is often misunderstood and it’s easy to see why. If you have found yourself deleting those unwanted messages you get from businesses you have never contacted, that is not email marketing. That is spamming, or the sending of unsolicited commercial email advertising.

Real email marketing is when you actually request information about a product, service, or opportunity, and you ASK the company to send you information. On the business side, this means you have set up forms on your web site or blog, or maybe you have created a simple capture page where you offer information, samples, or downloads about your product or service to your visitors. When those visitors fill out the form, they are saying to you, “Yes. I want your information. Feel free to send it to me.”

Your task as a responsible marketer is to make sure you are sending the relevant requested information and helping your prospect better understand the value of doing business with you.

Note the difference between sending unsolicited (unrequested) commercial email and building an actual rapport with people who actually WANT (and request) your information.

No matter what we read about various marketing studies, tactics, and techniques, the bottom line is that prospects buy when they are ready to buy. This can be due to general timing, available funds, shifts in priorities, etc… much of which we have no control over.

But if you are responsibly building rapport, providing valuable information, and respecting your prospects with relevant information, they are simply more likely to do business with you when the time comes.

One of the great things about email marketing, when it is done correctly, is that you essentially create an automated funnel for generating new prospects, following up with those prospects, and generating more sales. All of this can happen around the clock. No matter what sort of business hours you run, your email marketing campaign runs 24 hours a day, 7 days a week. Your email marketing never gets tired, never forgets, and never calls in sick.

If you would like to learn more about the power of email marketing and how it can help your business automate lead generation and sales, we would love to send you our free report. Just fill out the quick form below. You will receive only the information you requested and your information will never be shared with anyone else.

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