In the world of email marketing, a lot of people get worried about their open rates and click-throughs. After all, if no one’s opening your emails – let alone reading them – you wouldn’t be able to close a deal with a prospective client, right? But if you’re one of those people, you might be focusing on the wrong metric. Your open rates shouldn’t be the foundation of your email marketing strategy.
Instead, I propose a different approach.
In today’s episode, I discuss how you can achieve a 90% open rate with your email marketing – or, rather, why you shouldn’t put too much emphasis on getting it.
I illustrate how I’ve had to build a business on long-term email correspondence with prospective clients and define what the term ‘list hygiene’ means. I describe how some coaches find it easy to cultivate brand awareness but find it hard to land good deals.
I also underscore the value of building trust, connection, and relationships with prospects and why you shouldn’t necessarily remove people from your list, even if they haven’t been opening your emails.
“When it comes to email selling, we have to look at it like how we look at any other kind of sales process: a long-term quality play.”Matthew Kimberley
This week on Book Yourself Solid® Marketing For Coaches Podcast:
- The relationship between marketing and selling and why “email marketing” should instead be called “email selling”
- The correlation between sales, trust, and need
- What ‘list hygiene’ is and why you need to be aggressive with it if you want a high open rate
- The pitfalls of focusing too much on email open rates
- The value of cultivating trust over time with your list
- Why thinking about the quality of your leads should take top priority
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