I have to admit. I have TOO many email addresses. I even have an email that I use just for places that I know will put me on a list. If you are anything like me, your email inbox is stuffed to the rafters with unopened messages. Just for fun, I logged into an old email that I no longer use and there’s more than 23,000 UNOPENED MESSAGES!
Over time, we often subscribe to too many email sources and get bombarded with a pile of crap. However, there are certain emails that get opened by me to the exclusion of others on a regular basis. Does any of this sound like you? The Million Dollar question is, why is it that some emails get “the royal treatment” and others – ignored, and how can I get my stuff opened?
If you need emails opened for your business, like I do.
Here are 6 mistakes to avoid.
MISTAKE #1: YOUR EMAIL SUBJECT LINE SUCKS
There’s usually two extremes when it comes to your email subject line; either its too bland, or its over-hyped. If its too bland, there’s little chance it gets opened. If its over-hyped you’re likely just using click bait to get it opened and that’s a dangerous strategy.
Dan Norris, Co-Founder of WP CURVE says, “The one mistake I see is overhyped subject lines. Writing headlines is a fine art and while the BuzzFeed style baited headlines might get more clicks, people forget about the impact on the trust of their brand. It’s OK to encourage people to click but if they are constantly let down when they get into your content, it will have a long-term impact. I would rather sacrifice a few clicks to maintain the integrity of my brand.”
Since it takes time to develop the skill of writing good headlines, I wouldn’t suggest winging it. I will give you below a link in the description to turn you into a pro headline writer. Here’s a cool tool that will give you the power of a pro headline writer. A great website that teaches copywriting is CopyBlogger.com.
MISTAKE #2: YOUR EMAIL CONTENT STINKS
If I open your email, you better DELIVER. You have to make sure that I’m better for having opened and read the content. Did you answer a question? Did you solve a problem? Did you relieve pain or make my life easier? Did you deliver VALUE? If not, say goodbye to me ever opening another email or just flat-out unsubscribing from your junk.
Noah Kagan, CEO of AppSumo says, “Focus on your emails being so valuable your potential customers read them, share them and are excited to use more of your product and pay you money. Just ask yourself if your emails are valuable even if your potential customer never buys.” This advice is pure magic. Roll with this and then make it your own if needed.
MISTAKE #3: YOUR EMAIL IS SENT TOO INCONSISTENTLY
Are you sending your emails too much, or too little? According to a recent survey, 53% of consumers reported getting too many emails from retailers, while only 44% said they get the right amount. Here are a couple of tips that can help with knowing how to keep things in balance:
1. Just ask up front. Find out from your subscribers how often they want to receive emails, either at the time of subscription or shortly after. You can then segment your list accordingly. Didn’t think of that, huh?
2. Get to know them better. Survey your email subscriber to learn more about them, and not just to find out how often you can send emails. If you know them, it will help gauge frequency because you are more service focused.
MISTAKE #4: YOUR EMAIL IS WAY TOO LONG
Have you ever opened an email to the shock of what looks like a million words? My eyes glaze over every time I see an email like this. “Delete.” Next. Like the one viral video says, “Ain’t nobody got time for that!”
“I often see people spending hours, even days, crafting long emails filled with many topics, ideas and news that would need a minimum of 10 minutes of uninterrupted reading to get through,” says Dan Levitt of Mad Mimi. “These monster emails lower your engagement and worst of all, they suck up your time and energy and become a chore. Keep it short and simple! Pick a goal and write a simple, short email that leaves the reader in no doubt what their next step is. It should be engaging, fun to read but most of all, it should take a few moments to grasp and act. If you’ve got a lot to get off your chest, send short emails more often.” ENOUGH SAID.
MISTAKE #5: YOUR EMAIL IS SELFISH
How do you know if your email is selfish and self-centered? When it’s more promotion that substance. Are you pitching and promoting, or are you serving and helping? If you are constantly thinking about how you can get someone to buy from you, bingo. You’re an ego-maniac running wild.
Don’t write your email sounding like the uncle at the family reunion that always has something new to sell. DELIVER value.
No one cares how much you know- until they know how much you care.
Matthew Smith, creator of Really Good Emails says, “Emails should serve the customer not the product. Often times the marketing team, not the product team is in charge of the email flow and their directive is to grow. If you get myopic about that task you forget that the most solid growth comes through simple, repeatable, service that is so good it’s shareable. Serving customers comes by meeting them in their email client with simple tasks and giving them more than they expect or more than they are paying for with their time.”This is a great filter that you should run your next email through.
MISTAKE #6: YOUR EMAIL SHOWS YOU DON’T KNOW YOUR CUSTOMER
Jimmy Daly, head of content at Vero says, “The biggest mistake I see all the time is marketers ignoring behavior.
Here’s what I mean. You see a lot of promotional email, lots of newsletters, etc. That’s the easiest place to start with email marketing so people focus on it. Then, you get lots of content around optimizing subject lines, writing better copy, when to send emails, etc. We’re missing the point! Email marketing campaigns should be sent as a direct result of data and behavior. If a user is inactive, they get a nudge to come back. If they are active, they get emails about features they haven’t tried yet or inspiration to engage at an ever higher level. Data-driven lifecycle email is so, so, so powerful. And I believe it’s where most businesses are missing the boat on email.”
I love the way Matt Hodges, Senior Director of Marketing at Intercom puts it: “Not considering your audience. It’s like writing a love letter and then addressing it “to whom it may concern.” OUCH. Don’t do this, please.
It isn’t complicated. It is a skill you can learn, implement and use to create some powerful, and profitable, relationships.
Until next time. Rise From The Ashes. Fly Like The Phoenix
Today I’d like to teach you about the three most important start up marketing tools you need to get and keep new customers.
- In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
- Follow up letter: Always take a moment to send a follow up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
- Phone call: Use a telephone call to follow up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.
None of these will work if you don’t have a quality product/service to back you up!
Here are the key steps for putting together your start-up marketing tools:
- Research potential customers, buyers, competitors and their preferred methods of distribution.
- Talk to potential customers. Take a hard look at your product from a customer’s perspective and see what it needs to be successful.
- Follow up with your 3-step process from above.
- Develop systems for contact follow through, quality control standards and customer service.
- Develop post-sale follow up system to keep lines of communication open is customers and build on your current relationship which increases future purchases.
“Marketing and innovation produce results; all the rest are costs” Peter Drucker, management consultant
Here’s another one I love from an icon:
“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.” Henry Ford, Founder of Ford Motor Company
This lesson has offered you the tools to put together a start-up marketing plan that can be used over and over again to help your customer base and business grow in a manageable way. The tools offered in our FREE test drive offer these very same things.
Today you’re going to learn how to find a target market of potential customers so you aren’t wasting precious resources on blitz marketing. So, the two questions you have to ask yourself are:
- What do people really want to buy from me?
- What related products are they already buying?
Once you figure this out you will know who is more predisposed to purchase your products/services. Then, you find other businesses with the same customer base who you can customer share with. Come up with an incentive and great arrangement to encourage both of your customer bases to shop at both of your stores.
The basic concept is this:
You want to find existing businesses who have the customer profile that you are looking for to market your products/services to.
Then strike up a relationship with those business owners to work out an incentive for customers to purchase from both businesses.
As a result, you have an audience to market to and they generate an added value from their current base.
So, how do you figure this out? There is a great formula from Jay Abraham you can follow with great success.
LV = (P x F) x N – MC
Here’s what it all means:
- LV is the life time value of a customer
- P is the average profit margin from each sale
- F is the number of times a customer buys each year
- N is the number of years customers stay with you
- MC is the marketing cost per customer (total costs/number of customers)
Once you know how much you need to spend to attract a new customer, you will know how much of an incentive you can offer to a business to help attract new customers.
So, here’s your step-by-step process:
- Find companies who already have the customer base you are looking for.
- Negotiate an incentive for them to share that customer base with you.
- Focus your marketing resources to this group of predisposed customers.
If you need help working through this process, check out our FREE test drive for the most comprehensive system of marketing tools and resources.
Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!
Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.
Here are a couple of key elements to use to retain your current customers:
- Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
- Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
- Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
- Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.
There are three cornerstone ideas to a successful business:
- Quality product/service
- Offering useful products/services that solve a problem for or enhance the life of a customer
- Offer subjects your customers find interesting
Use this approach of educating your customers and offering them real information and insight and you will be rewarded with loyalty and success.
Stop wasting all your time on new prospects while your current customers fall by the wayside!
As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”
So, there it is! Remember, our FREE test drive can help you put together the resources and tools to do exactly that. We can help you educate your customers and you can watch the benefits pay offer many-fold.
Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.
It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.
We all self promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.
Natural self-promoters are the former and I want to tell you about the three major traits they have and use to build themselves and their businesses.
- The first is position. You need to position yourself around people who can make a difference in your life. You need to do this frequently. You need to wake up every morning and ask yourself “Who can I meet today who will make a difference in my success?” In fact, go a step further, write it in big, bold letters and tape it on your bathroom mirror.
Who can help me meet my goals?
Is it a prospective customer/client? A colleague with contacts? An association with key members who may become prospects?
Don’t settle into interacting with the people who are the easiest to access. You need to reach outside your comfort zone and there you will find a wealth of new connections that will bring you great success.
- Now, let’s talk about Style. No, this doesn’t mean you need an Armani suit to bring in more business (though, let’s be honest-it wouldn’t hurt) J What this really means is how are you different from your competitors and others in your industry. What makes you memorable with customers?
If you are meeting a lot of people and they don’t remember you once you leave the room, you have a serious problem! This means you have an opportunity to present yourself in a more memorable way.
There are lots of little subtle changes you can make. Reassess your:
- Business cards
- Company message
- Your picture
- Your wording
Maybe even, your hairstyle (of course, now we’re back to the expensive suit, but it really works!)
You get the idea. There are lots of little ways you can work on making your image and business more successful. Also, consider how you sound on the phone and how you greet people at meetings or other events. Think about your 30-sec elevator speech.
- The third trait of natural promoters is repetition. You can’t say it once and leave it at that. Successful self-promoters say it as many times as they need until they get a response. Would you remember a commercial for Coca-Cola if you only saw it once, no! You see it over and over and eventually you head out to the store.
You, also, have to make multiple impressions on those you are networking with in order to build brand awareness. Repetition is in direct connection with positioning. Once you find people to network with, reach out and find hundreds more who can help in your success as well.