A reader shared an interesting observation with me.
She told me she had “found out the hard way, that email marketing doesn’t work”.
She asked me for my thoughts. I said I’d share them here, as I’m sure some of you will find it useful.
Email marketing works
In fact, it works extremely well. It works predictably, too. Just ask any business owner who’s using it correctly. What doesn’t work is ineffective email marketing. That’s because ineffective email marketing can’t work.
Here are just a few, very common examples of how small business owners get email marketing wrong.
- A poorly written email won’t work. It will fail to motivate the reader to take action; to call you, email you, visit your website, whatever. And almost all small business marketing emails are DIY attempts, not professionally written.
- A professionally-written email, sent to the wrong people, won’t work. It will fail to reach those with a demand for your services.
- A great email, sent to the right people, with the wrong subject line, won’t work. No one will open it.
You get the idea. In short, before you reject any form of marketing as being ineffective, make sure you’re using it correctly.