Why Email Marketing Works
Business fads come and go, but Email Marketing has consistently outperformed all
other marketing strategies. In
marketing expert Ian Brodie reveals the techniques that are working right now to
allow professionals and small businesses to connect with potential clients, build
trust-based relationships and generate more sales through email.
Inside the book you'll discover:
• The Customer Insight Mapping technique for building deep understanding
of what your clients need and what will motivate them to buy from you.
• 6 surefire subject line models that will get your emails opened and read.
• The "optin formula" for getting the right people to subscribe to your emails
(and how to accelerate the growth of your subscriber list).
• How to engage AND persuade with your emails so that you build a loyal "fan base"
ready to buy from you.
• The advanced techniques for turning email subscribers into paying clients
(and why accepted wisdom on selling in emails is almost all wrong).
Email marketing is so effective for four simple reasons.
The first is simply that everyone uses email.
There are about 3.9 billion email accounts worldwide with around 25% being corporate
accounts. And we send 182.9 billion emails per day (to put that in perspective, there are roughly
2.7 billion "likes" given on Facebook every day) with 100.5 billion of those emails being business
And according to McKinsey, we spend two and a half hours a day on business emails if
we're employed or run a business. That works out at 50 hours a month.
So while there are plenty of business people who don't use Facebook or Twitter, and most
consumers haven't gone near LinkedIn; you can be pretty sure that everyone has an email address,
they use it frequently, and when they use it their brain is engaged: they're not just skimming
through pictures of cats and inspirational sayings.
In fact, when you look at communication preferences both online and offline, it turns
out that across all age groups, email is by far the preferred method for communications. Between
65-78% of adults (depending on age group) name it as their number one preference compared to
0-4% who prefer social media.
The second reason email marketing is so effective is that when you do it right, email
When you read material on a website, blog or even on a social media site you know it's
a broadcast. You know it's meant for multiple people and you read or watch in that context.
But emails are different. They sit in your inbox next to messages from your friends,
relatives, colleagues and clients. There's just something about receiving an email in your
personal inbox that makes it feel like it's been made just for you. Especially if the email
is skillfully written in the same style as the emails you get from friends and colleagues.
And typically the rules of play with email are that we try to read whatever comes into
our inbox or we at least look at it and scan it. We feel uncomfortable if we miss stuff going
through our inbox, just in case it was important. With blogs and social media, not so much.