Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician
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Category: Email

Email Delivery Problems: Is Email Marketing Dying?

I recently ditched my Email Lists in favour of more effective marketing tools (for me). I’m not suggesting you follow my lead on this but you do need to check what is working for you.

 

What was clearly working very well was my regular column in FE News.  The topic and headline were key, but overall the response rate was very good. I’m getting anything from a dozen to 170 shares from a single article; but better still the phone rings and I get messages via LinkedIn asking me to help solve business problems.

Speaking of LinkedIn. We are told it isn’t a sales tool .. and I agree. But I’m currently working on a piece of consultancy where the fee is a high five figure sum and that came in through LinkedIn. Fortunately this isn’t a one off. LinkedIn brings me in a lot of work and yet I never give out sales messages. 

The art of using columns, LinkedIn and PR is to evidence your authority and to “give in advance”. Giving in advance is easy to do. All that is needed is that you give away, to individuals or en masse, valuable advice, tips or tricks. Valuable to the recipient that is. The actual value to you might be nil or pennies. A bit of advice on a FAQ in your area is probably available on Google if someone looked,  It is the fact you give it away and demonstrate a context or similar that ads the value. 

And don’t worry about giving away your secrets. The FAQs are all answered somewhere online. What people will buy from you is probably far more than the answer to a FAQ. It is the service or product that supports it in many cases. 

 

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Why Are Emails Often Read Years After Being Sent?

How long before emails are read.
Click to Enlarge

Why Would Anyone Archive an Email For Later Reading .. For Years?

It is an interesting question and the answer could be for many reasons.  But the image on this page shows an email report that came back to me over two years after I sent the email.  This isn’t unusual as you discover once you track opens.

A few years ago I received one of these emails and 20 minutes later someone called me and said my name is Jeff ****  … and before he could complete the sentence i said and you are from **** Ltd in Edinburgh. There was a silence for a moment and he said .. that’s incredible, we’ve never met so how do you know who I work for? 

Of course I told him it was Marketing Magic and then told him a few more facts about himself and his business …… and then revealed a few insights into the problems facing the type of business he was in.  

He replied by saying it was a problem that I’d just given him and insight into that he was calling about and we went straight past the normal qualification period we all experience in selling and got down to specifics. We worked together on several projects after that. 

I promised Jeff that one day I’d reveal my secret regards how I recognised him .. so Jeff here it is. 

As for knowing about Jeff’s business and problems that was simple to do .. I used Google as we spoke.

 

Back to Delayed Email Reading

In some cases it is down to poor email practice.  Instead of dealing with the email immediately some people archive things they intend to read later and take ages to deal with them.  In most cases they eventually bin them without reading them.

But those like the one above have a headline sufficient to archive and keep until needed later. If someone does this they have already recognised that you, your product or service will one day be of use to them. They just aren’t ready to buy yet; but they do recognise they will be one day. So when they phone you are pushing at a part open door. The thing here is to ensure you don’t start hard selling from your normal step one in the sales process.  These people are beyond that step.