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 on why email was so ineffective. 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.
- 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 well written email, sent to the right people, with a dull subject line, won’t work. That’s because no one will open it.
- A well written email, sent to the right people, with a compelling subject line, offering a generic service, won’t work. No one wants to switch to a service that’s no better then their current service.
You get the idea.
In short, before you reject any form of marketing as being ineffective, make sure you’re using it correctly. This is something to keep in mind, as you look to grow your business in 2020 and beyond.