M5 – To Email Or Not To Email

Welcome to the M5.

Odds are good your business sends emails to existing clients, and to prospects.

As a business owner, you probably like using emails because they are a cheap way to get your message “out there.”

But, If you are like most business owners, you don’t really understand how to use email effectively.

It’s OK because I’m here to break it down for you.

There’s only 3 things you need to know.

First, your list. You can build your list by asking people you network with if you can add them to your email list, and by offering lead magnet content on your website, and by joining organizations, or attending events that offer the lists of their attendees.

Your list will grow slowly at first, then exponentially.

The thing to remember, is that you want your list to be full of people who are actively engaging with you.

If they haven’t opened one of your emails in 6 months to a year, delete them – It will increase your deliverability rates.

Second, how often should you send out an email?

It depends on the type of messages you send.

If you send content, and lot’s of it, you can send everyday – even multiple times a day.

Many newspapers do this.

However, if you send sales messages, and only sales messages, then you are better sending just once a week.

There is the 10-4-1 rule in social media which states that for every 10 pieces of content from others you post to your networks, you can post 4 of your own, and 1 sales message.

It’s similar in email.

While you will only ever send your content, you should send 4 or 5 content articles to your list before you send a sales message.

That way, your list will remain engaged.

Think of a friend who sells Amway. Do they hit you up to buy into their products or business every time they see you, or do they only bring it up on occasion?

Finally, test.

This is actually the most important factor. You may find that every email can contain content with a sales message at the bottom, or that you could send 2 sales messages a week.

What you can do, will depend on your target market.

If you don’t test, you won’t know.

You may be worried that you will lose people on your list if you test things they don’t like.

That’s OK, test anyway.

Remember, you want people who will engage with you and your content.

If they don’t you should delete them anyway.

That’s this week’s M5!

About Michael Miller

Michael Miller is the owner of Mindwhirl.com, a sales and marketing coaching and training company in Atlanta, Georgia.

Michael’s mission is helping small business owners understand, and organize their marketing so they can make money and grow.

Mindwhirl helps business owners plan and implement effective, profitable marketing campaigns and sales programs.

If you need more sales, we know how to get leads and grow businesses. Call us today at (404) 858-3105, or email me at mmiller@mindwhirl.com.

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