I received a mysterious email this morning:
“Hi, I hope this email finds you well and I can connect with you soon. I wanted to reach out one more time to see if we can interest you in some information about how we can help. Best regards, Claire…”
“Help with what?” I thought.
“…reach out one more time…” told me she’d emailed before.
So I searched for past emails from Claire and unlocked the mystery.
She wants to help build a website for my podiatry practice.
“…Our podiatry websites are uniquely designed to attract new patients to your practice,” she chirped in her first email to me last month.
(Sigh)
I’m not a podiatrist. And I don’t play one on TV. And I don’t help any podiatrists with their marketing.
So Claire is barking up the wrong tree.
List quality matters more than quantity.
Maybe Claire’s list has lots of podiatrists. I have a feeling, though, that her list is full of people like me, people wondering, “Why did she send this to me?”
I’ve seen countless marketers struggle because they target rotten, stale, poorly-constructed lists.
Then they blame the medium (“Email marketing doesn’t work!”) or the message (“This content didn’t resonate with the audience.”)
Speaking of content, this morning’s email wouldn’t have worked even if I was a podiatrist.
“I wanted to reach out one more time to see if we can interest you in some information about how we can help.”
No reference to the past email. No explanation of how she could help. No call to action.
That adds up to no sale.
Here’s the formula: Build a list of people who will truly benefit from your products or services. Deliver content that helps them discover how your products and services will help them. Request action to continue the sales process (schedule a phone call, offer a demo, etc.).
If you do that, email usually works.
Tom
MarketVolt
p.s. We help businesses figure out what they sell and how. Then we help them identify and connect with their target markets so people will view you as a welcome guest and listen to what you’re saying. If you want to discuss how to make it happen for your business, email me at tom@marketvolt.com. For no charge and no strings attached, we’ll discuss with you how you’re building email lists, generating new leads and generally finding and connecting with prospects.
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