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133. Using Email Marketing To Court Your Ideal Customer

When was the last time you had an ad or email sent from some random person that you had absolutely no interest in?  

My guess is, probably today.

This happened to me recently as I was being courted via snail mail by an organization that obviously didn’t do their research.  

I was actually a bit offended.

During this week’s show find out who the company is and dive into 3 ways to effectively use email marketing to court your ideal customer (just like when you met your significant other).  

++ Plus there is a bonus if you stay until the end.

You may be wondering if email marketing is worth all that and a bag of chips, it is.  (but you already knew that.). With a 4200% return on investment, you can even buy the name-brand chips.

On this week’s show discover 2 not-to-follow examples when it comes to your email marketing.

The first (mentioned above) is a well-known international brand and the second is a realtor.

I won’t dive into all the things they did that you shouldn’t, you can catch those and all the antics and hilarity of this week’s episode here.

Instead, let’s dive into the specifics.

 1. Don’t purchase email lists.  Ever!

First and foremost, it’s slimy and people hate it.  You’re trying to get people to like you, not dislike you.  Right?  When you purchase email lists it is 100% likely that those email addresses were taken without permission.  This is wrong in so many ways (think car warranty stalkers) and it’s also illegal in a lot of the world.

GDPR and CANN Spam Act are both laws that prevent the abuse of private information, including email addresses.  I talk about both in this episode at length.  The short story is, you could be fined hundreds of thousands of dollars if you use people’s private information without permission.

Don’t believe me, give Jeff Besos a call.  I’m sure he will tell you all about it.

Last. but not least, sending emails to someone without their permission will ultimately damage your email and online reputation.  People will start reporting your emails as SPAM or deleting them without opening, leading future emails to end up in the trash, SPAM or junk folder.  Even those that people request to receive.

So, save yourself the trouble and just don’t do it.

  2. Know who you are talking to and learn everything you can about them.

People buy from people.  More importantly, they buy from people they trust.  Trust isn’t easy to earn and can be quick to lose.  But, when you know about your people, it’s easier to gain trust and keep it.  Because . . . you are relatable and can relate to them.

Most people won’t do the research to get to know their ideal client.  Why? Because it takes time.

But doing the research empowers you to use their language, understand where they are coming from and become an adversary.  Some places you can do research include:

  • Industry publications
  • Social Media Groups and Pages
  • Networking Organizations
  • Professional Organizations
  • Creating Polls
  • Sending Out Surveys
3. Most people don’t care about your certifications or credentials.

I realize that is a tough pill to swallow.  Good on you for increasing your knowledge and expertise, but most people will not hire you because you have been certified.  First, most people don’t know what those certifications mean and second, they don’t care.

If you don’t believe me, head out to your next cocktail party and mention it to someone who is not in your industry.  If you get a deer in the headlights look, then you have your answer.

What do people care about then?

They care about solving their biggest nightmare of a problem.  Some of the biggies are money, time, and health.  Get specific about their problem (see #2) and then commit to developing a solution that solves that problem.

You may not get it right the first few times (I know I didn’t) but keep at it. As the saying goes, practice makes perfect.

Last but not least, the sales process can’t be rushed.

This is the exact reason why email marketing is your ally.  Email helps you build a long-lasting relationship.

Building the relationship rather than relying on your credentials – empowers you to be there for your future clients when they are ready to buy. (not vice versa). And, did you know most sales don’t happen until after the 8th interaction.  And, that most people give up after 2.  The odds are in your favor if you consistently email your people.

Email marketing will keep you top of mind, even if they don’t read every single email.  It builds trust and it tells them you are in it for the long haul, not just whimsy.

Adding email is a powerful tool to add to your toolbox

Maybe email marketing is intimidating.  If you don’t know what to say, when to send emails, or where to start.

Then, I’ve got you covered.  

Doors are opening in a week for the Email Breakthrough Academy.  This step-by-step program helps you create emails that

➡️ stand out in the inbox, 

➡️ get read, and even better 

➡️ move people toward purchasing your stuff faster.  

Be the first to know when the doors open by getting on the waitlist here.

Until next week, be well, stay safe and take care!


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