I actually got an email in my inbox today that proclaimed that email marketing was dead . . . at least that’s what the subject line said. I’ve noticed that headline being touted a lot lately.
I know that these days the internet is dominated by social media giants like Facebook, YouTube, Twitter and even Google +1, but I think the reported death of email marketing is still premature. In fact, I think email marketing is more important than ever, and there are a few really good reasons why.
First, there’s the trust issue. When a new prospect comes to your site for the first time, unless they’ve already gotten to know you, they’re very wary about who you are, what you have to say and if you can deliver on your promises. And you have about 30 seconds to change their mind, right then, on your site . . . unless you have an opt-in form on your site. Capturing a potential prospect’s email let’s you follow-up and begin to build a trusting relationship.
Can’t you do that with social media? Sure, if they “like” your page, “connect” or “follow you” and then actually see your posts when you make them, despite all the other noise on those sites. Marketing by email to a list of people who have agreed to hear your message is better simply because you’ve eliminated the competition for their attention while they are reading your message.
Second you get a private audience with your prospect every time you send them an email. when people sign-up to be on your list, more than anything they are saying “I’m interested in what you have to offer” they’re giving you permission to market to them and the opportunity to stand and deliver and to do it repeatedly. So you get heard consistently and build trust almost by default. How cool is that?
Getting a person’s undivided attention is so rare these days, it has become a valuable commodity. People will pay someone who can get their customer’s undivided attention on a regular and consistent basis. So having a responsive list opens up a whole world of possibility that you can’t duplicate with social media. Period.
And third you convert more prospects to customers and make more money. Look, if we are honest, we know, the odds of a visitor coming to your site and buying anything on their first visit is dismal.
That’s not just true on the web, that’s why the great salespeople have always said “the fortune is in the follow-up” they built prospect lists and followed-up their sales presentations with phone calls, post cards and token gifts. Online we build lists, follow-up by email, and offer free reports and other goodies, the principal is the same.
By building and nurturing your list of prospective customers, you can establish a relationship, build trust and market your products and services to them on a regular basis, and most importantly make the sale… when your customer is ready to buy. In other words, by using email marketing you put yourself in a position to make the sale whenever your customer decides to buy, rather than having to make the sale at that first encounter or lose the opportunity forever.
The truth is even in this fast paced age of information and technology, People still buy from those they know, like and trust. Building an email list and messaging them regularly with valuable content is the fastest way to make sure you’re one of those people.
Email marketing is dead . . .What tickles me most about that headline is that the message always was sent by email. That should tell you something. Yeah, I think email marketing will be safe for a long, long time.
If you want to learn more about how you can create effective opt-in pages and build highly responsive lists you can find out more at MasteringListProfits.com and even get started for free.