Picking up the thread from my last post, we talked about email marketing. Specifically, we looked at how much email is too much.
And ultimately, we determined the issue isn’t the frequency of volume. But rather, it boils down to relevancy.
In other words, do your prospects and clients actually CARE about the emails you’re you sending them? And are those emails genuinely helpful to their cause?
But I forgot another important part of this equation…
Lead Nurturing
I got an email from a list I subscribed to (yup, I’m subscribed to about a zillion email marketing lists, too ;—) last week that gave me pause.
It was from Erin Kelly @ MembersVault, and she shared an interesting story…
Erin discovered a new company offering a service that really piqued her interest. But she wasn’t ready to pull the trigger at that moment of her discovery. So, she thought: “Why not sign up for their email list?”
Well, that proved easier said than done. After digging through the site for what seemed like forever, she finally found a sign-up form. (Inexplicably buried at the bottom of an interior page!?)
Then after signing up, she received a welcome message indicating the company would send “no more than two messages per month.”
“One or two messages a MONTH!?” Erin thought, “how can the expect to nurture any leads that way???”
And this revelation brings us to the crux of not only email marketing, but marketing as a whole.
The purpose of marketing is NOT to demand a purchase.
It’s to build relationships and nurture those connections until prospects are ready to buy.
Now, there are lots of ways to do this. But throttling back on your communications, based on some arbitrary decision about much email is too much, is definitely NOT an effective strategy.
Take Action
Are you limiting your marketing communications because you’re concerned you might be annoying your prospects and clients?
Then it’s time to reevaluate your messaging:
== > Are you sending emails that sincerely interest your prospects and clients?
== > Are those emails genuinely helpful?
If not, course correct, muy pronto!
But if you are sending relevant and useful emails, don’t hold back.
Fire away!