Colder than a polar bear’s toenail.
Email marketing is a broad thing.
Those who we speak to have often tried email marketing.
But with a big difference.
They’ve marketed to their existing database.
Clients, faded clients and prospects.
People who know them, what they’re about, and probably have an element of trust.
And above all, at some point, a database of people who have at some point declared an interest.
What we do is cold!
Colder than a polar bear’s toenail.
Our clients don’t use us to keep in touch with their contacts.
They use us to INCREASE their contacts.
To raise brand awareness, get the name out there and ultimately, generate new leads.
Which, of course, become new sales and new clients!
When talking to your own data, you can focus on you.
This is what we’ve been up to.
This is our current offer.
You get it.
Totally different ball game going to a fresh audience.
An enticing, yet relevant, subject line is very much needed to get the open.
And then the content better speak to your reader or you’ve wasted an open.
How are you going to improve their business?
Or save them money?
Or help them make more money?
The reader is the key.
If what you say you do doesn’t benefit him, you’re going to struggle.
This is why we often have to disregard what clients tell us “Has worked well in the past”.
Because more often than not, the audience was hot.
Hotter than a jalapeño’s armpit.
Bear this in mind during your next outreach.
Email marketing isn’t a one-formula-for-all thing.
Lee Shore
21st March 2023