Program Transcript:2 Common E-mail Marketing Mistakes To AvoidPeople tell me every day that they wish they could just send out e-mail to some list and have people join their business. Just about all who try this end up
disappointed!
While point and click success has always been more myth than fact, solid e-mail marketing is still alive and strong.
Still, e-mail marketing has changed so much and so quickly that strategies which worked just a few years ago - are basically obsolete today. Why?
As we talked about in other tips, today’s prospect is exceptionally good at ignoring our marketing messages - especially e-mail! In fact, to prove the point, you can’t even use e-mail today without some sort of spam filter. And it’s not just about getting through the filters, we are all very good at knowing what to ignore in our inbox.
And this is where the real problem and solution can be found. If you’re sending e-mails to prospects - whether as a follow-up or as a marketing outreach - there’s a 92% chance you’re making one of these 2 big mistakes and paying dearly for it.
Mistake #1 - Forgetting the context of your message...
Prospects are people, not names, e-mail addresses or phone numbers. 99% of the online marketing we track seems to forget this simple fact. Forgetting that there is a single person reading your message and how that person arrived on your list is the start to many other errors that end with a prospect turned off permanently.
If you advertise, social network or get your leads from a lead company like Leaders Club, you can’t assume any more about your prospects than you already know.
If for example your prospects requested information about your product, sending them e-mail about your opportunity would be out of context. Even more out of context would be sending them a message about an unrelated opportunity.
And yet, this practice is commonplace in network marketing.
The first step to building trust and credibility with your prospect is to respect the context of your relationship. If you step outside of this you might as well save yourself the effort, because it will only make you look bad.
Mistake #2: Leaving out common sense
Many marketers mail out e-mails they were given by someone else without ever reading through them. In so many cases we have found factual and logical errors that quickly turn off prospects and will brand you as an amateur or worse, a spammer.
A prime example we’ve observed is where a marketer tells a prospect they will not call or contact them again. This move is intended to create a sense of urgency in the prospect (though honestly, it’s not your best move). What we found is that marketers will indeed contact the prospect again after a short while, usually by e-mail but even by phone.
Your prospect will pick up on your contradictions and your credibility will be shot. In the process your posture strategy backfires and you end up looking desperate and needy.
This brings up another point on common sense.
When you stretch the truth on what it will take to make money in your business you stir up anxiety in your prospect. Common sense tells us that making money for doing nothing isn’t the way the world we see works.
There is a difference between honest marketing that’s effective and hype. Hype attracts only the most desperate and gullible. Those are not the people who will build a long-term business. In fact they will act like a cancer and tear your organization apart.
There are plenty of people willing to take money from the gullible and sell them hope – even if it’s unfounded and at best temporary. We have found that realism not only builds real hope, it creates real and lasting change on many levels.
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