Email Marketing 1.0 Hurts Your Business

Email Marketing 1.0 Hurts Your Business1 Email Marketing 1.0 Hurts Your BusinessLast week, I wrote about top mistakes small business email marketers make when they utilize email marketing in their business. Today, I want to drive the importance of sending relevant, targeted and personalized email broadcasts to people. If you’re not doing Email Marketing 2.0, you are harming your business … I’ll explain why.

In the era of traditional email marketing, marketers played the game easily: grow a list, send email and make money. The fatal flaw in this old-school game is it rewards bad behavior and poor practices in marketing. CEO and co-founder of Infusionsoft, Clate Mask, recently shared his thoughts on the practice of sending email in a short video blog aptly titled Send a Blast Next Tuesday – you really should watch it.

Email marketing has evolved. Consider the tools consumers have to manage their email experience. Consider the ISPs and the technology to foil even the wittiest spammers. Consider the wide interpretation of “spam” people have in their heads.

Email marketing 1.0 is risky at best. Why?

  • Numbing effect on subscribers – Once you get them used to ignoring you, they will ignore you even when they’re prime for the right message.
  • Untold story in open rate measurements – If you frequently send to your entire list and only a small fraction open it, it’s hard to see the impact on the relevance from one message to the next.
  • Increases list attrition – As people abandon their attention for your list, they will unsubscribe and leave and you’ve lost them forever. Not to mention, you lost brownie points with them if you want them back.

You can avoid these risks if you adapt to the principles of email marketing 2.0 such as permission. (For more on the difference between email marketing 1.0 vs 2.0, check out this previous post.) Simply put, the ability to send segmented, relevant and timely follow-up is what it’s all about. How do you do that? You send to smaller segments of your list – sending them the right message at the right time.

Email marketing 1.0 hurts your business. Old-school techniques don’t last in a new-world order of consumerism. Treat every email sent like it’s your first (and) last impression with the recipient and give them a reason to look forward to your next email.

To learn more about email marketing 2.0 and see it firsthand, download the free report now. In the report, you’ll read valuable insights on the most effective email marketing practices and how to elevate your email marketing game.

Think about your email marketing strategy. What holds you back from engaging in a truly engaging, relevant email marketing campaign with your audience? Let’s work on this together.

[Image credit: 1happysnapper]

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  • http://www.marketinghasevolved.com JDM Marketing Evolved

    You know we recently wrote an article about designing email marketing campaigns that will perform, but I like how you're explaining how to change the mindset from “scorched earth” email distribution to “nurturing via permission-based email marketing.”

    (oh, here's a link to that article we wrote: http://www.marketinghasevolved.com/article-desi… –NO REGISTRATION for Infusion Blog readers)

  • bkjrecruiter

    Great advice CLATE! “Numbing effect on subscribers” very very true! Because that is how I feel about some lists I am on…. Best, Brian-

  • http://www.alkaway.com.au Ian hamilton

    Clate,

    I really think you are 'on the money' here. We've been on IS for a year now, having migrated from SF because of its inability to integrate other apps including shopping cart. We were blown away by the ability of IS to segregate and target email campaigns, and we are doing it to a fair degree with web leads, but marketing to a qualified email database customer is a whole new game.

    When you talked about the negative backlash from broadbrush mailouts, you got me good! We have been consistently disappointed with open rates on our twice a month healthemails. We understand that open rate reporting is fraught with problems due to the nature of the email system on the web, but still.. disappointing.

    I think it takes a certainty of mind to make the jump to what I'd call real permission marketing, and it goes far beyond double opt-in. It's all about 'doing unto others' etc. in the sense that NONE of us want one more useless email.. we all agree on that.

    When you said we build up resentment through persistent untargeted emails, that really hit home. I need the courage born from the certainty of my business' integrity of purpose and message to 'grant' recipients far more power to keep the focus of our mails on them alone.

    Yes, yes, I know, broadbrushing sells things to people who didn't even know they wanted them, but I think a good campaign ASKS people if they want our 'regular HealtheMail' newsletter (with offers) and what they are particularly interested in receiving. These little 'asks' can be trickle fed to a recipient to allow us to build tags. We don't have to blitz anyone with a dozen intrusive questions.. but I believe that by continually asking recipients if they want to keep getting a regular email, our payoff as vendors is a list that is actually committed to us as suppliers.

    This sort of list will allow us the trust to ask the more relevant Q's as marketers, like age, income range, profession; Q's that would be considered intrusive if asked in a generic email.

    I believe (I don't yet KNOW) that this is, as you say, the future of email marketing. As you said, what would I be doing if I had to pay a cent per email?

    keep up the good work,

    Ian Blair Hamilton
    Managing Director,
    http://www.alkaway.com.au

  • Luis0436

    good ino

  • Luis

    Good Info