If You Blow a Tire, Do You Throw Away the Car?

Had a minor heart attack yesterday.

Somebody wrote a blog post, proudly proclaiming they had closed their Mailchimp account and stopped all email marketing.

I was polite in my reaction, of course.

She may be making the most idiotic decision in the world, but that doesn’t mean I have to make her feel bad.

But idiotic it is.

After all, if you’re talking to people but they’re not buying, the best thing you can do is stop talking to them – right?

 

I see it a lot.

People will spend a year or two, emailing once a week, or twice a month because oooh – we don’t want to overload our readers.

Then they don’t get results – instead they get unsubscribes and spam complaints each time they do send something out.

And in the end they decide that email marketing isn’t right for them or their industry, or just doesn’t work.

And so they go and close their account, and go back to places like flakebook to do their ‘marketing’ there.

Here’s how I see things.

If you want to sell something, you need a tool.

Email marketing is one of those tools, and it’s incredibly effective.

It’s also a ton of fun, both for you as well as for your readers.

So let me ask you: if you need a tool to go from A to B, you get a car. But if that car doesn’t run well, or if it’s got no windows and your nose freezes, or it’s got slippery tires – do you throw away the car?

Of course not. You fix the problem your tool has.

But when people decide ‘this don’t work’ and stop email marketing, they’re doing exactly that. They decide the tool is wrong and dispatch it wholesale. Hence my saying it’s idiotic.

See, if email marketing isn’t working for you, you’re probably just not using the tool correctly

And the first thing people do wrong is this: they don’t email often enough.

Which makes it all the more bizarre that the chosen solution is ‘don’t email at all’.

Because take it from me: the more often you email your people with fun, interesting and useful stuff, the more eager they’ll be to buy from you.

And yes, that goes for pretty much any industry, whether you’re an artist, a novelist, a web designer, a personal trainer, a speaker or a UX expert.

So the solution to bad performance with an email campaign is to mail more often, not less.

If you do it right, people LOVE hearing from you, every day

And on that note: doing it right means you send emails that are first and foremost intended to be fun and helpful.

You obviously include a pitch at the end because after all, you’re in business. But 98% of the email and 100% of your intent should just be a good little read for your people every day.

Lots of people get that wrong though: they focus more on the sale than the experience, and yep: that gets you unsubscribes and spam complaints.

So that’s my advise for you for this year: Email fun stuff, email often.

On that note, I’m putting out a new offer in a few days. It’s a big deal, including much copy and big discounts, and I’ll probably only take two or three clients for this offer.

But, that’s for tomorrow (if I get around to finishing the salespage).

For now, go here to read why, you know, working with me would be a pretty cool deal: http://www.martinstellar.com/starship-mentorprise-writing-coach/

Cheers,

Martin

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