What IS the trouble with Email Marketing? It is the same trouble we have with everything else! People have to make choices about what they pay attention to and if your “stuff” is not amazing no one will notice (even if it is amazing people might not notice if you don't promote it, but that is a post for another day!)
In my emails after attending a conference for three days and the weekend, I had over TEN THOUSAND unread emails. Sigh. Now, some of those do not hit my inbox because they get sorted into folders so I can read them when it is convenient (it has not been convenient for over 6 months at least). Others have fancy smanchy tags that make them show up as special (these I have a better chance of getting at!) and a few come from people whose stuff I never miss (like Chris Brogan).
EVERY OTHER EMAIL is a hassle right now. They could be offering me the solution to my exact problem for free but I am on overwhelm so this is the
FIRST RULE OF EMAIL MARKETING.
Do not just send your message once. No matter how amazing something is today, if it is not a client, my spouse or my assistant, it is not getting any attention. That is just my own personal hell today, but as it is the end of a holiday weekend, I have a feeling that many peeps might be in the same boat. Which leads me to…the
SECOND RULE OF EMAIL MARKETING…
Send your message when your people are paying attention! I know from my Google Analytics that my small biz peeps do not read my blog on Saturday or Sunday. I know that some “gurus” say to send when other people aren't BUT I have a much better chance of getting them opened if I send them during times my people are actually consuming small business marketing information.
The FINAL EMAIL MARKETING TIP
today is Youtility. I was at a conference last week and heard Jay Baer speak about this. Functionally, what he says is that your marketing has to be more about THEM and what THEY need than it is about selling yourself or your products. I was already all over this, BUT did not think about who my competition is.
Youtility means that your competition on Social Media and marketing in general is their wife, son, daughter or besty, NOT your competitors. I had heard Jay say this before but when I hit my inbox today and started deleting with reckless abandon, I knew it was true!
A lifehacker article from my husband who thinks I would like it trumps ANY marketing message out there. A message from my assistant about what is important to do today trumps ANY offer that comes in!
So who did make the cut for my time and attention? Chris Brogan! Let's break down why:
- His message comes every Sunday so I know to look for it
- He only sends amazing stuff (if he is sending marketing he labels it as such right up front)
- He answers his emails
- He gave me a great quote one time
Are any of those things by themselves amazing enough to put him on a level playing field with my hubby? Nope, but cumulatively he has shown me that he is a great source for information AND that he is a real person who values my time and attention.
So as I head back into my super full email, I will be thinking of two great marketers who make a difference!