Okay, here is the post I procrastinated for a long, l o o o … o o n g time.
Please, don’t ask me, why I finally got moving and finished it today. It’s certainly not the sunshine and beach weather that prevented me from doing this earlier. If it were, I wouldn’t get anything done at all. We have dream weather here a lot.
However, if you insist asking, I will respond,
“It was Frank Kern. He is guilty of having me finish that post.”
You might or might not know who Frank Kern is. He is one of the most successful email copywriters and business strategists in the Internet marketing community. Many call him a guru. Last week Frank launched his latest product, an interactive e-mail list building training program. The launch strategy was interesting to watch. It gives us a hint regarding the very old question:
“Single Opt-in or double opt-in?”
But first things first.
E-mail solution providers and to some extent law makers…
I am buying the second part of his statement immediately, but “Email OUT”?
I had to think about it a couple of seconds longer than usual, ’cause a couple of respectable experts like Chris Brogan (↑), Warren Whitlock (↑), and Willie Crawford (↑) already had left comments on Dr. Mani’s blog post.
Here is the re-print of my reply:
I don’t think email is OUT in 2010.
I rather would say, we have to use and nurture email marketing differently than in the past.
A strong email list is still an asset, like your website. I hope you have purchased your own domain.
Who owns—and most importantly who has jurisdiction so to speak over—your social media profile?
The inherent benefit of email is it’s independence from any given email marketing service provider on the sender side. Maybe the Google Wave protocol will push email type communication into this century and at a same time allow a merger with social media. I am looking forward to it. Maybe in 2011, 2012.
What’s the deal with email marketing in 2010?
You would be crazy to stop building an email list. But on the same token you would be insane not building your social media presence.
In case you are sitting on the fence and don’t know whether you should put the subject email marketing into the IN or the OUT bucket. Think about why businesses are complaining. You hear two main reasons:
Low open and response rates resulting in less sales.
Now ask yourself or your team a couple of questions and revisit the response rate issue. For sure you will find a couple of areas where you can improve.
Is my aging email list outgrowing my content, my offers?
Do my offers mature in-sync with my subscribers?
Am I (trying to) milk my members or am I graduating them?
Does my offer evolve over time and stay fresh and state-of-the-art that it appeals to new subscribers as well.
And now probably the most important question: Am I sending brochures, pitches, or am I building a relationship with that person who reads my email message. (Hint: Even outside of internet marketing consumers already can smell automated follow-up messages.)
One kind of email marketing campaigns did especially well in 2009. It’s called customer reactivation. But that is just one tactic that worked.
Maybe your email marketing activities need that sort of a botox treatment. (LoL)
Seth Godin does not exactly have the reputation of writing How To books for dummies. And his latest book Linchpin: Are You Indispensable? (↑) — to be released on January 26, 2010 (audio book on February, 9) will not be an exception.
Let me talk a little bit about this amazing book. I also had the honor that Seth answered me a couple of questions about the book. All here in this blog post. Stay tuned.