Who Cares About Email Marketing?
Who actually cares about email marketing? I mean, why bother? No one wants to get emails anymore. People just delete emails as soon as they see them if they see them at all.
Email marketing sucks.
Actually, no.
What sucks is that companies have gone into one of two directions.
One group said, “well, we have to send emails, so who cares. We’ll just send emails because emails are good, right? And that will be that, and suddenly everyone will give us all kinds of money because we sent them a whole bunch of emails, and that’s how business works.”
Look at your inbox. You get all kinds of these emails. Constantly.
And you don’t buy their stuff.
Another group said, “there’s a very particular way to do this. If we send 17 emails, at 46-minute intervals for the first 3 days following someone visiting our site, Also, CONSTANTLY remind them that they’re missing out, only use the colours blue and red, and get them in a routine of saying yes. And that will be that, and suddenly everyone will give us all kinds of money, because we used the algorithms that run their brains to trick them into giving us money.”
Look at your inbox. You get all kinds of these emails. Constantly.
And you don’t buy their stuff.
The truth lies, as it so often does, somewhere in the middle.
The truth is that you should send people a decent amount of emails. It keeps you top of mind. And colours matter. And FOMO is real. But there’s a problem with how these companies are using this understanding of marketing and psychology; they’re not connecting it to their actual products and their actual customers.
Who cares about email marketing? Well, you should. If you do it well, it offers a disproportionate return on investment. If you do it well, you stay top of mind and when people are looking for that thing you do they look to you. If you do it well, you can create an incredible relationship with your customers. Showing up on someone’s feed is easy to accomplish. Convincing people to let you into their inbox and keep you there is not.