How can I get great results with email?
Understand and employ permission based email marketing. Don’t be like Bob. He’s a sales manager at an architectural firm. Bob bought a list of home owners in his area and launched an email campaign. No one responded favorably to his offer for a free consultation on a home remodel, but plenty wrote back – “Please remove me from your list.” Some even said, “Cease and desist” and threatened to report him to the authorities.
Does this sound familiar?
Plenty of marketers make the same mistake as Bob. They liken email marketing to traditional direct mail. They’re of the mindset, “It’s just another medium for direct mail.” WRONG! This very notion undervalues and under utilizes the power of a business web site, which can be optimized to generate and qualify leads. By harnessing the website Bob could have developed a pool of homeowners interested in getting their home remodeled, who willingly asked for more information. An email message tailored just for “interested home owners” is sent as a response to information volunteered at your website. This is what’s known as permission based email marketing.
How does permission based marketing compare to traditional direct mail marketing?
In the world of direct mail buying a list like Bob did is generally acceptable. With email this practice is met with considerable disfavor. Permission based email marketing has emerged to counter mind the backlash to “spam” otherwise known as junk email. Plus, it nets considerably better results. On average if you send out 100 letters in a direct mail campaign you can expect to get 2-3 responses. Permission-based email campaigns average 10% to 30% response rate. Another significant advantage is that a primary rejection is overcome; the consumer WANTS to and is OPEN to receiving marketing material. This makes the sales persons’ job easier. Getting a “yes” from the contact is all the more tangible, it’s a matter of countering objections on a product or service they all ready want.
How do you make your email permission driven?
Ask away and they shall receive. Create multiple ways for customer interaction on your website. Offer to provide content on a subject the contact admires. In your follow-up piece take the opportunity to educate the prospect about your product or service and build trust by presenting valuable information they need on a subject they care about. Remember the creed established by Seth Godin author of Permission Based Marketing, “provide people with information that is timely, relevant and personal.”
Is permission based email marketing a one time thing?
No. It’s an on-going process based on trust. Be sure and let your contacts know that you will never sell or lend their private information, which would undermine the trusting relationship you’ve worked hard to establish. Nurture this relationship by sending your contacts valuable content that appeals to their needs and wants on a routine basis. Continue to engage them by asking for more information over time.
The next time you need to generate more leads don’t be like Bob and order a list. Make your own contact list comprised of prospects that admire your products and services.
