It’s very cost-effective to send emails. That’s generally a given in marketing circles.
I had an email in from a marketing agency recently. They highlighted how many emails they send each year – 10 million for their own business and many more on behalf of clients.
This got me thinking; email is great if you are offering a commodity product or service.
For example, you know what a white T shirt looks like and you will know your size, so you don’t need much help from someone else to make your buying decision. It’s the same with books, music and many more household items.
This is how Amazon kicked off their fantastic business.
But, the question I asked myself is: “Are all those emails promoting commodity products are services?
My conclusion was that I didn’t think so.
In turn, this made me wonder: “Just when does the human contact come in for those offerings that are high value and high margin?”
And:
“Do they simply rely on their potential clients to initiate the contact, or do they phone them to make sure they have all the information they need?”
As you can see, I asked myself a lot of questions 😊
I often talk about getting the human contact in early if your offering is of high value and it is not a commodity item.
For example, a potential buyer wants to be talked through the options when they are buying a Maserati. They want their hands held before committing to a colour, interior option and engine size.
If the objective of an email is to get engagement, then commit to building a stronger, more committed book of potential buyers by ringing the portion of your list showing interest and asking them some helpful questions.
Show some interest in their interest.
The old adage: “people buy from people” still holds true but it doesn’t mean our potential buyers are going to make the first move.
“Human touch is vital. Without it, we wither. With it, we thrive. And it is good preventive medicine.” – Steve Goodier.
Thank you for reading.
PS: A dark blue, V8 with biscuit coloured interior would be my Maserati of choice 😊
