E-mail Marketing: 4 common assumptions that are undeniably false.
“… as always, the quality over quantity argument reigns supreme, especially in the context of e-mail marketing.”
E-MAIL MARKETING4 COMMON ASSUMPTIONS THAT ARE UNDENIABLY FALSE
1. E-mail marketing is basically scamming.
“… there have been a lot of scams and e-mail spamming over the years. It has given e-mail marketing a bad rep. But that is seriously changing.”
2. No one has time to read e-mails anymore.
3. E-mail marketing is expensive.
4. E-mail marketing won't drive sales.
“Nutella is a healthy hazelnut breakfast spread” – No it’s not. It is a good excuse to eat chocolate in the morning though.
“Gatorade replenishes electrolytes after a workout” – Well, this may be true... But what they're not saying is that you probably don’t workout hard enough to lose electrolytes in the first place.
“The Jews are the reason we lost the First World War and for the economic disparity in Germany” – Adolph Hitler repeated this enough times for a nation to start believing it.
These examples are extreme. My point is that the more frequently you communicate a message to an audience, no matter how true or subtle it may be, the more likely it is that this audience will start to believe it. This is where the beauty of e-mail marketing lies. It enables you to communicate frequently with a (hopefully) targeted audience. So, maybe the message you’ll want to reinforce through your e-mails is:
- “I’m an expert in my field”
- “Our prices won’t be beat”
- “We offer the highest quality product”
- “We’re a local, family-run business”
- “Thank you for being a loyal customer”
Regardless of the message, e-mail marketing will help you to reinforce it every time you send one out. Maybe it will take 50 e-mails before your potential clients get the point. But they will eventually! When that happens, you’ll be top-of-mind. You’ll be the one they’ll contact to satisfy their need. The e-mail marketing sales-cycle may be longer for some companies than others, but that doesn't mean that e-mail marketing won't drives sales. It does. And it will.
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