Email marketers wonder why their getting piddly response from their emails.
Peep over at ConversionXL put his finger on it.
Read more: http://conversionxl.com/onboarding-emails/
Personally, much of my email work is jump-starting supposedly dead lists. When a list is in it’s final death throes, marketers start screaming from the top of their lungs. Unsubscribes skyrocket. Then the marketer abandons.
It doesn’t have to be that way.
The big thing problem is they treat each name as a dollar amount. Subscribers can tell the difference between a list owner who wants to develop a personal relationship with them and or one that’s trying to squeeze his list out of every last dollar. There’s a big difference in communication styles.
I’m not saying pander or placate or suck up to them, there’s a way better strategy. The key mindset (at least for me) is to see your list as ONE real person when writing to them.
Forget imagining being at a podium, or being in a stadium and addressing them as a a crowd. Talk to them as if you were at dinner with one, maybe two of them. Or better yet, at a bar.
Share your story. Then give them an idea that just might change their life. Of course, it might require an investment on their part. Or maybe not. It depends on the situation.
But for gosh sakes, stop screaming. It ain’t helping. It’s hurting. And then check this out:
http://conversionxl.com/onboarding-emails/
PS: Here’s a guy doing it right. John Rimmerman. Built up $30 million wine business, by doing email alone.
Go ahead and sign up, especially if you like wine:http://garagiste.com/
You can read his story here:
http://www.nytimes.com/2012/10/14/magazine/jon-rimmerman-garagiste.html
Fascinating
