Email Marketing – Why You Have To Use It

Check your inbox. It's probably flooded with offers from businesses you've given your email address too at some stage or another.

Amazon, ASOS, eBay – you name them, they're using email marketing to reach their customers.

And they're doing so because when it comes to internet marketing, email campaigns are the all mighty, all powerful force that deliver revenue at the hit of the button.

Sure, it's not quite as simple as hitting a button.

That initial relationship needs to be established before you treat your hungry list of email buyers like a personal ATM machine.

And even when you do have this hungry list, you need to treat them well so they keep coming back.

“Look after your customers and they'll look after you”.

We're sure you've heard that one before but it remains the most accurate way to sum up how email marketing works.

You'll see the bigger companies using email as a mode of SPAM.

They're not trying to establish relationships or build trust, they're simply working on the law of averages.

Most businesses can't afford to do this.

They don't have the depth to be able to afford hundreds and thousands of people hitting the delete button the moment their emails arrive.

But what if you could create email campaigns that delivered real value to your customers


What if you could write emails that people actually wanted to read?

What if you could have a sales funnel that worked for you like a selfless employee would with the difference being that this worked round the clock for years and years?

You CAN have all of this but you need to think outside the box and create your email campaigns in a different way to the rest.

For the most part, the rest are doing it wrong.

Here's how you do it right...

Building Relationships

It's estimated that a typical buyers list (the kind that is used purely to promote products and services and makes no secret of that fact) is worth £1/month for every name on it.

In simple terms, if you have an email list with 5,000 names on it and you mail to these 5,000 people, you will roughly generate £5,000/Month.

Not bad is it?.

This is just an average number of course, in most cases it's probably far less.

But in some cases, it will be far more and the “secret” (if you want to call it that) to generating the most revenue from your list is to build relationships with said list.

What most businesses fail to remember when they send out an email promoting all their latest deals is that the people reading them are actually real people.

They're people with thoughts, emotions and problems just like you or I and as such, need to be treated that way.

The end goal is to have an email list that works as a personal ATM but there is no need to make that transparent when you can be subtle.

Promotion is fine, it's all about how you package it.

We want to build long term relationships with our list so we don't just email them when we fancy paying for Christmas or last weekends hotel stay.

We'll mail them when we genuinely have something of value.

And we won't even sell to them all the time.

Sometimes we'll just offer a few useful tips.

Sometimes we'll just let them know of another product they may be interested in (one that we're not selling).

We'll even just check in to make sure they're enjoying their purchase.

Value, value, value.

That's all we're trying to deliver.

This leads to three things.

  1. A higher open rate (yes, people will actually read what you send them).
  2. A higher level of trust – this is specifically important for number 3.
  3. Higher conversions. They trust we're looking after their best interests so when they do open emails that contain our offers, they don't need to think twice about buying.

Businesses all around the world make the fatal mistake of thinking about how they can line their pockets before they consider how they can solve problems for their customers.

When your first thought is “how can we offer the best solutions possible?” the lining of pockets will come naturally.

People will see the value in you, your business and your products and they will buy – it's as simple as that.

When we personally write emails, we don't think we're in the construction business, the restaurant business, the hotel business and so on and so on.

We think we're in the business of helping people.

And one of the perks of being a leader in the business of helping people is that it is very well paid.

We want people to think we can solve whatever issue they're coming to us for and writing emails that are there to help is how we establish you as an authority that they can't overlook.

Emails People Want To Read

The text in italics is an example of how we write emails – be it at a very informal one...

“If you could go anywhere on holiday tomorrow, where would it be and why?”

I was once asked this question and found it very difficult to answer.

Still, it didn't stop me from being in Venice with one of the world's most renowned athletes 48 hours later...

The guy is huge in the world of sport.

As I stepped off the plane in Italy, photographers and a massive entourage surrounded me purely because I was with this legend.

The answer to my question was then answered – Venice.

Little over a day in to my trip, I find myself on a top floor apartment which had three hot tubs aligned on the balcony.

Rich and famous people everywhere.

Never have I felt so out of place in my life.

That was until what is known as the “tennis incident”.

Not good.

But I'll tell you about it tomorrow.

Oh, and I'll give you a hint at who the sportstar is...

Think golf.

Until tomorrow,

Your Business Name Here

What we're doing in this short example is using the psychology of story telling to build a rapport and interest with whoever is reading.

Whether you originally had any interest in my story or not, you now do.

By asking a direct question at the start we've engaged the reader – we've made them think.

By writing with short, snappy sentences, we're keeping the story flowing and maintaining that interest.

And to keep them coming back we're creating “Open Loops”.

Stories that have unanswered questions essentially.

(And by the way, this is exactly the same strategy that TV writers use to keep people watching).

We can't speak for everybody but 99% of the time, the reader will tune in tomorrow to find out who the sportstar was and what the “tennis incident” was all about.

When they do, we tell them and create a few more “open loops” to keep them interested for as long as we please.

It's called a Soap Opera Sequence and these are proven to be the highest converting email campaigns out there today and better yet, very few people know about them!

Increasing Your Businesses Value With A List

A list of people that buy from you regularly is an asset.

A list of people that are known to respond to your emails is an even bigger asset and therefore email lists can seriously increase the value of your business.

It might not be an important factor now but when the day comes where you decide to sell your baby to pursue other interests, you'll be able to add on a hefty whack because your customer base is in tact and ready to buy.

In the modern era, the size and responsiveness of an email list can be the difference between a £100,000 web business and a £1,000,000 one.

Just look at places like Flippa where sites with buyers are changing hands for tens of thousands all the time.

Powerful stuff.

It's Low Cost Marketing

At the end of the day, email marketing if nothing else is just a brilliant way to market your business for a small amount of money.

The people that really make the big money from online advertising are those that can realize the lifetime value of a customer by continually selling to them and the easiest way to do is through emails.

Once you've spent money attaining the customer in the first place, you then don't have to spend money again replacing them if they hang around and buy time after time.

It's a huge cost saver and if you're ever in the situation where you have new product lines or services, your list of buyers will be an incredibly cheap way of getting those sales flooding in nice and early.

Honestly, we can't think of a reason not to use email marketing...

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