How many times have you sent an email to the people on your contact list and not gotten any results? We’re betting that’s a lot, and well, we’re guessing you don’t like seeing those figures either. You probably do email blasting every day and send millions of mail a month, but have you ever wondered why your conversion rates don’t exactly seem to be improving, or at least hit your expected output? Maybe that’s because you do email marketing the same way you do cold calling: cold!
A wise man once said that what kills a business is a lack of sales. Such is true because money continues to prove that it is indeed the lifeblood which keeps companies up and running. Without it, a business crumbles to the ground. And well, your email marketing campaign is essential to helping your business make more money. Why? Because it generates leads and sales, that’s why!
So what do we mean when we say that email marketing should not be done like how we do cold calling? See for yourself in the points below.
I’m busy and I don’t know you. I’m going to press delete now.
Have you ever received any emails from people you don’t know? Well, if you have, then you know all about how to ignore such emails and how easy it is to just get them out of your inbox. As such, put yourself in the shoes of your email recipients. Do the people in your sales leads database actually want to receive your emails or newsletters? If they don’t know you personally, or just don’t want to be bothered, then they will be quick to get rid of your email, or just ignore it for the rest of the day… or even for all of time. After all, they’re busy and have much more pressing matters to attend to.
I never asked for an email from you. Why are you sending me one?
Receiving an email from an unknown recipient can often be annoying, especially when they keep doing it again and again. If you’re native to cold calling, then you’ve probably heard someone complain to you on the phone about how they never asked to be called, and asking you why you’re calling them. The same thing applies to email marketing often enough, and some of your prospects don’t want to be bothered with your emails, especially when they never asked to receive them, or subscribed to receive your newsletters.
I Don’t. Know. You.
Pretty similar to the first point, although without the factor of them being preoccupied by something else. Why doesn’t cold calling work all the time? Well that’s because the person being called has no idea he/she was going to be called, and also because they don’t know who the heck is calling them. So why does your email marketing campaign fail? That’s because relationships between you and your clients and prospects matter. If people knew you on a personal level, then they would be more receptive and probably take time to go out of their way and read your emails, let alone answer your phone calls.
Email marketing is not the same as cold calling; you can’t always get what you want from sending mail to random people on your business contact list. As such, it’s important to build proper relationships with your prospects before you start blasting like a laser cannon.
So, do relationships with your clients and prospects matter to your email campaign? We’d love to know what your take on email marketing is. Feel free to leave us a comment.