For as long as email marketing has been around, email marketers have looked at many KPIs: open rate, click through rate, conversion rate, ROI. To increase any (or…all) of them is to increase sales. And to increase sales is the ultimate goal of any email marketer.
To that end, email marketers have tried it all: scrubbing lists, A/B testing, changing colors and shapes of CTA buttons, writing better copy, personalizing messages, improving offers . . . it is surprising then that the ultimate solution to the ultimate goal is to stop selling.
Yes, we said stop selling
When they first hear this revelation, email marketers dissent. It is like telling a runner that in order to win the marathon, he must stop running, right?
No…wrong. Very, very wrong.
It’s a marathon, not a sprint
To understand this concept calls for a paradigm shift on the part of email marketers. You must go from the short-sighted sale to a long-sighted relationship.
To understand, let’s examine the age-old quote from Maimonides, “Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime.”
Had the Spanish philosopher/astronomer been an email marketer, he would surly argue that sending salesy emails is like giving a fish. It may accomplish the short-sighted goal (staving off hunger, in the case of the fish), but it does little for ongoing sales. Those come when you teach, educate, build a mentoring relationship based on trust and confidence.
The international IT solutions and managed services provider generated $8 million in business from an email campaign that aimed to provide value through an e-book, without a sales agenda.
To generate these kinds of results, take your focus OFF sales and turn it instead to providing VALUE. Send your subscribers the kind of information they want, when they want it. Don’t sell to them; instead, aim to gain their trust.
Results may not come overnight (in the case of Logicalis, it took 12 weeks), but they will come.
Give it a try: stop selling and watch as your subscribers start buying like they never have before.