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Haris Cajic - 04.17.2018

How Good Email Marketing Really Works

How many times a week do you receive emails such as this:

Hi __________,

My name is ___________ and I am the ___________at ____________. We are a business that can help you with X by doing Y and Z.

Sincerely,

_____________


Chances are, your inbox is flooded on a daily basis by people and businesses trying to sell you stuff. People have grown numb to ads; they block them, pause them, skip them and delete them the moment they appear. The verdict is out, and for many businesses, it’s not good – people hate being advertised to. So as a business, how are you supposed to effectively advertise to an audience that doesn’t care about who you are or what you do?

The answer is simple – you give before you receive. People first and foremost want to know: “What’s in it for me?” Unless you can answer this question, and do so in an inconspicuous way, you will have very little success with cold marketing.

People buy from brands that they like and trust. An effective email marketing campaign will establish positive brand identity and nurture trust between company and person. In order to establish trust, your initial cold emails should focus primarily on delivering real value to the receiver. Focusing even a little bit on selling will likely result in your email being deleted and your address blocked. Effective email campaigns typically send between 5 and 20 valuable emails to recipients before suggesting any product or activity that may be tied to sales. In fact, some businesses focus completely on delivering value without pitching direct business at all. The idea here is that when potential customers require the product or service that you provide, they will naturally drift towards your business because of the trust you’ve built with them over time.

Its important to take a strategic approach to this value-based email marketing. People should be placed into carefully-crafted funnels utilizing lead scoring so that an attempt at selling should only be made when the numbers deem a person sufficiently receptive. Until then, value-based emails should be utilized until enough engagement is measured, and enough scoring added, to elevate a person into the next stage of the funnel.

Email marketing is tough, but it is still the channel with some of the highest returns. Don’t let the idea of a quick sale blind you from establishing a valuable relationship with your future customers. By implementing a patient, value-focused email marketing strategy, your business will see much higher levels of engagement and, ultimately conversion.

If you’d like to get more out of your email campaigns, drop us a line here at Sagepath. We have the tools, strategies and expertise to help ensure your brand is targeting the right people with the right message for measurable and cost-effective results.