Courting Tips for Email Marketers

I read lots of blog posts and articles about email marketing. This one is among the best I’ve read in months. The folks at Email on Acid nail it with the post entitled How to Lose an Email Subscriber in 10 Days. 

The post likens email marketing — and marketing in general — to a courting process. And it describes 10 things you can do to drive your potential mate away.

We like the metaphor.

bad_proposalSeveral years back, we published a post here about the concept we call marketing to the maybes. The post began:

Imagine you’re single, looking for a new long-term relationship. You enter a room full of strangers and see someone whom you find attractive. You walk over, introduce yourself, and converse. You deliver some of your best material—funny anecdotes about yourself, details about your high-powered career, evidence of your passionate, yet sensitive side. The stranger is smiling at you, laughing at your jokes, making eye contact, enjoying your company.

And then you deliver the call to action: “Please marry me!”

Whoa, now, Romeo! Not so fast. Juliet dashes out the door.

What’s the point of that story? I’ll let the Email on Acid post take it from here:

“Just because someone gave you their email for a free download or signed up to get your newsletter does NOT mean you should respond immediately with a hard sale. You have to court your new leads and show them the value of your product before asking them to take out their checkbook!”

Some subscribers are ready to buy. Others are maybes. Use your email content to build build the relationship, establish trust, demonstrate expertise, deliver value. Then, when you deliver the pitch, you’ll have more maybes who have evolved into willing prospects, eager to buy your products or services.


Only An Annoying Email will Annoy A Subscriber


How often should you send marketing emails? I hear this question often from small business people, most of whom say they’re worried about annoying subscribers with too many emails. My answer: You will annoy your subscribers only if you send … [Continue reading]

Rams’ Departure Generates a Great Social Media Campaign


The morning after the NFL announced the Rams will bolt to Los Angeles, I received an email from the Missouri History Museum (MHM). “We’ve been here 150 years...And we aren’t going anywhere,” the email proclaimed. “St. Louis is the city of … [Continue reading]

Avoid this Yuuuuuuuuge Mistake that Jeb Made


Guess where you land if you go enter in your web browser? Oops. That's not good for Jeb and his followers. The Trump campaign doesn't own or control the domain, according to the The Washington Post. Domains can be purchased through … [Continue reading]

How to Track Your Email and Social Campaigns with Google Analytics


Google Analytics is a great, free tool you can use to track traffic on your web site. If you haven't deployed Analytics on your site, we recommend you do so soon. With Analytics you can track not only how many people visit various pages on your … [Continue reading]

Why You Need to Master the Art of Selling Ice to an Eskimo


I used to think I could never sell ice to an Eskimo. “Why would an Eskimo need ice?” I thought. I don’t want to be one of those slick, sleazy salesmen who convinces people to buy something they don’t need. My friend Dale Furtwengler recently set me … [Continue reading]

Should you add symbols to subject lines? If so, how?


As Black Friday and Cyber Monday approached this year, my inbox was full of emails with subject lines which included symbols. These symbols, or emojis, add spice to a subject line and, according to many studies, increase open and response rates. … [Continue reading]

Seasonal Transitions Inspire Good Content Marketers


I love this time of year in St. Louis. As we transition from summer to fall, we have warm, clear days and crisp, cool nights. Pennant races unfold. The promise of a new school year blossoms. The joy of the holiday season beckons. As a marketing … [Continue reading]

Marketing Lessons from American Airlines’ Lousy Email


I recently opted out of American Airlines’ email list. Here’s why I did it, followed by marketing lessons you can draw from this. Each week, the airline sends an email loaded with what it calls “Weekly deals to go.” Each week I open the email, … [Continue reading]

Why Seth Godin Loves Email Marketing


When Seth Godin speaks, I listen. That's why I was so happy to hear Godin, the father of permission marketing, endorse email marketing in a big way during a recent interview. Referring to email, the internet marketing guru said, "I think showing … [Continue reading]