Is email marketing dead?
We hear this quite a bit. And it's understandable. People might be thinking email marketing dead, dying, or at least limping. We've got all these social media platforms, Messenger marketing, SMS, push notifications in apps all fighting for attention.
So where does email fit it?
Well, let's find out - shall we?
SOME EPISODE HIGHLIGHTS:
(2:55) People don't open emails because most emails are shit.
(4:26) It's not about the words you use in your emails - it's about the intention behind them.
(6:02) Why you should switch the focus of your emails.
(11:15) Email marketing and algorithms.
(13:13) Social media cannot replace email!
(16:53) Value-led email marketing isn't dead!
(17:43) Email is just another content channel.
(20:04) Nothing can replace the emotional impact and relationship building you can achieve via email.
(21:42) The faster you can master email marketing, the faster you can supercharge your business.
(23:10) Subject line of the week.
People don't open emails because most emails are shitThat's right. Let's not beat around the bush. It's the truth, and you know it. Most emails are shit.
As a consumer, you may have signed up to someone's list only to receive their emails once in a while. And then when you do get them, they're all about selling you something. So there's no reason for you to actually open those emails - not if you're not interested in buying that product or service anyway. And not if you're not interested right now.
And while we're on the topic, let's be clear about something. You don't have to be an amazing writer to be able to create emails that aren't shit. It's not about how your emails are written. It's about the purpose, the use, and the intent behind the emails you send. If you send an email every day that is a variation of, "Here's why you should buy this thing," you can't expect great results. Because there's no intent behind your emails other than asking people to buy from you.
It's not about the words - it's about the intention behind themYou see, we strongly believe that your emails should never be transactional - not even your transaction emails! But the words don't matter - it's the intention behind your emails that matters.
Let's bring this to life with an example from a brick-and-mortar shop. You know when you walk into a shop and find yourself looking around, browsing the shelves, and someone comes up to you and asks, "Can I help you?" They're not using the actual words, but they're trying to sell you something. More often than not, you'll say, "No, thanks" just for someone else in a different part of the store to approach you again!
Now, let's look at someone who doesn't do that. Apple. Whether you're an Apple fan or not, you can't deny that the shopping experience is different there. What Apple figured out (and that's something most brands haven't!) is that creating an enjoyable environment where customers can spend some time engaging with their gadgets without anyone bothering them makes people want to do just that - go in, check out their cool stuff, and buy it! And that happens without anyone hovering by your side asking if they can help!
This is a great way to think about your email marketing too. People don't open your emails to read a variation of, "Hey, can I sell you something?" They open your emails to check out the cool stuff that's inside. And that's the value that's packed in your emails. If there's no value in your emails, there's no reason for your subscribers to open them!
The old way of doing email marketing has been dead for years. But value-led email marketing is your biggest opportunity to stand out in people's inboxes.
Switch the focus of your emailsWait. Does this mean you can't sell stuff in your emails?
Of course not!
You can sell stuff in 100% of your emails! But that can't be the only purpose of them. There ha