Dang, that’s expensive. The lobster display in the seafood department of the local supermarket was very enticing. The pungent aroma of steaming lobster came from behind the display, permeating the area, tempting the palate. Why so expensive? In that same moment a thought came to mind. What if you had to go out and catch the lobster yourself?
A little vision of me, ridiculous it was, attempting to brave the high seas in a grossly inadequate boat, or some kind of vessel, surfaced. Weeeelll, as much as I love lobster that’s simply, not going to happen. I surely would never eat lobster. Immediate clarity and new respect for the people who do brave the high seas to catch lobster so I can enjoy it. They are skilled and equipped for what they do. I guess the lobster is not too expensive, after all…
So, what does my little trip to the local supermarket have to do with email marketing? If you’ve ventured online sooner or later you hear that ‘the money is in the list’. Which is as cavalier a generalization of profitable marketing, online or offline, I ever heard. Yes, your aim with using email marketing in your endeavors is to make money online.
However, legitimate and successful email marketing, strives to meet the needs of subscribers, is not merely just to make a sale and profits and is of a far more engaging and diligent nature than ‘the money is in the list’ implies. It’s no wonder so many marketers get this major component of doing business online, completely off. The resulting bad rap and myths generally associated with email marketing is then, hardly surprising.
Lobster, for sure, is not a necessity, you won’t find it anywhere on the food pyramid. Vegetarians will readily agree. Email marketing on the other hand is vital to your online business and making money online.
As consumers we, subscribe to email promotions and get offers delivered right to our inboxes. Email marketers are the middlemen (or women) and link or promote offers to consumers. And rather like braving the seas to catch your own lobster in order that you can enjoy it, without a subscription, you’re likely neither equipped nor inclined to surf the ‘net’ well enough to find some of the cool information goods and service offers that regularly turn up in your inbox. After all, effectively surfing the ‘net does take some time, knowledge, tools and some tricks. Email marketers know or eventually learn this.
Being on both ends of email marketing campaigns, that’s both as initiator and recipient, I figured I could share some of my experiences about some of the, not completely accurate myths. And just as my little, alternative vision, at the local supermarket brought me clarity about buying lobster, here are a few myths that ought to be busted and hopefully help bring some clarity about email marketing.
Myth #1 – All Email Marketing is Spam
Repeatedly online, in the forums, hangouts, chat sessions, etc., emailing subscribers is generally referred to as spam. On the contrary, legitimate email marketing is permission based advertising when people opt-in to receive your promotional offers. Consumers perpetually seek information, goods and services to satisfy and accommodate their demands/wants/needs. Just check out the huge volume of searches on just about any term in the search engines. Email marketing is demand and supply in action.
Legitimate email marketing aims to provide a trustworthy service to consumers and convert them to happy, repeat customers by providing them products and services based on their needs. Via emails, blogs, social media, newsletters, articles, webinars, podcasts etc., email marketers seek to engage, educate, inform and learn from or about customers and what their needs are. Don’t forget also, that subscribers can always easily unsubscribe for any or no reason at all.
Myth #2 – Why email marketing when subscribers can easily ‘google’ for what they want?
Email marketing provides a service for consumers by or providing them valuable information, goods and services which they seek/use, through emails. Yes, subscribers can conduct their own searches. But consider that promotional emails can save customers’ time by bringing products/services directly to their inbox rather than having to surf Google, Yahoo, Bing, et al, which can take hours, if ever you really find what you want.
Further, increasingly businesses proffer email-only discount offers and services as incentives to acquire customers. I’m always amazed at the priceless information and ‘treasure’ I find lurking in my spam folder when I check. Who else doesn’t just automatically delete your spam folder?
Additionally, according to industry leader, Get Response newsletter, one-third of small business owners cite email marketing as their most successful advertising channel.
Myth #3 – Social Media would knock emails right out of the game.
Personally, I check my emails more often now, from my phone, than ever before. I suspect the same to be true for the billions who now conveniently access their emails from a myriad of smart, hand-held devices.
Social and other media are interchangeably linked with email. Email is more often required for registration/signup processes with social media and other mediums even offline. Email is often the tool used to confirm users are bona fide and not bots.
Myth #4 – Email Marketing is bad
Spam continues to be a big issue that we deal with daily and unfortunately email abuse is rife on the ‘net. That said, spam and email abusers can’t be allowed to negate the privileges of sending and receiving email. Email marketing provides unprecedented benefits not just to marketers and product creators but fulfills a need and renders a convenient service for consumers.
Basically, in a digital marketplace, in the information age, legitimate email marketing links consumers with information, products and services for which they continuously search.