Email marketing is getting harder. The good news is writing and sending emails is easier than ever. The problem is it’s gotten easier for ANYONE to do it.
The result is that only the best-written and carefully planned email campaigns get results. 99% of campaigns are a waste of time. No one is “tricked” or “sold” into replying to most email campaigns. Yet, that is how most companies approach it. Results happen only when the recipient can truly get value from what you’re offering. And, for that to happen, the timing also needs to be right.
In other words, useful content + timing = positive results.
How do you produce useful content? There are two realistic ways for most companies to do so.
1 – It needs to be written by a true subject matter expert. Real prospects know when they’re being fed AI-written or low-quality content. After all… they are experts already. You have to really know your stuff as a writer to offer anything of value. There is no faster way to lose credibility than with weak content.
2 – A shortcut to that is by curating news and industry information that is helpful to them. Of course, the person curating the news has to know what is actually of value to the reader, but it’s still easier than producing content yourself.
The only way to nail the timing piece of the equation is with consistency. Contacts may not open or read your first, second, or tenth email. But, at some point, they will when they have a need. That’s why consistent touches matter.
Email is still the best tool for getting the attention of prospects and potential customers. You just need to get better at it.
