There’s a lot of studies out there that have proven that email marketing campaigns work. That’s why we keep receiving them as consumers. Brands send promotional emails and watch as sales come in. It builds businesses if you have the messaging is done correctly, and if you are doing everything right. The three main benefits of email marketing are it increases sales, builds integrity, and humanises the brand.
1) Increase your sales
When you keep sending emails that add value to your clients, they’re going to fall in love with you. They’re going to keep coming back willingly. They’re going to keep seeing your name when they come back to your website. They may end up purchasing your products regularly that they otherwise would not have bought. So, when you get those repeat visitors, it’s always going to be a good thing. Email marketing also is crucial to let them know of new complementary products that came out from their previous purchase or letting them know about other products that are coming out that they may enjoy. Once someone spends their money with you once, they’re much more likely to spend their money again on your complementary products or services.
2) Build your integrity
One of the best ways to create a brand is to keep getting in front of people. When you keep sending emails to them and provide them with value by helping them out, you’re going to build your brand because they’re going to come back to you. They’re going to tell other people about you. And it’s just going to increase from there exponentially.
3) Humanise your brand
Most people don’t always like doing business with a company. They want to understand the people behind the business. They want to make that connection to the staff who is sending the email. When you do this correctly through email marketing campaigns, you can convey who you are and all of your interests to people. At this point, they won’t just be relating to the brand any longer. They’ll be connecting to another person. They’ll understand there’s a person behind the brand. And when they do that, it can humanize your brand.
If you do your email marketing campaigns consistently and the right way, it can go a long way in helping your company establish authority in a particular area. It can get people to trust you and come to you for advice. When you create that authority, people are going to see that your brand is outstanding. Eventually, you become the go-to person or company in that particular niche.
If you want your email campaigns to land in the inbox of your subscribers, you should improve the email deliverability. The golden rule of email deliverability is not to act like a spammer. Every single email you send, including transactional emails such as receipts, passwords, and resets, should be as non-spam like as possible that your users in all probability need. Even though the email got sent on your end does not imply that it made it to your subscribers’ inbox. It could have gone to the spam or junk folder or got blocked altogether. It means that you need to put the following measures in place.
1) ISP compliance
Internet service providers are the guards of your subscribers’ inboxes. Its goal is to deliver emails that its users want and expect to receive. Nothing gets beyond without them. They provide the client with their email address. These include Gmail, Hotmail, AOL, Comcast, Yahoo, colleges that give out dot Edu addresses and enterprises. Each has its own set of rules, checks, and algorithms to decide whether your mail passes. Many even publish their standards online. Your job is to earn their trust because they watch what you’re sending by making a few inquiries to check whether anybody has heard about you or have read your message to ensure that you’re posting something that clients want. If they don’t trust you, regardless of how good your email marketing campaigns are, no one will see them. If you structure your email program with this in mind, then everything else typically falls into place.
2) Device compliance
For emails to make the right impact people need to be able to read them. They’ll do it using all sorts of devices and gadgets. So, you need to be open to exploring different deliverability techniques and methods.
3) Blacklist compliance
There are various blacklist organizations that ISPs subscribe to help them determine whether you are a spammer or not. These organizations hold large databases of spam domains and IP addresses. Some of the trusted ones are BSB, ACBL, PSP, and spam cop. Each has their spam filters. ISPs usually don’t publish which blacklist services they use. In any case, just knowing the big players can help you track if you ever get blacklisted. And so, you can get in touch with them to get you removed from their blacklist. The rule of thumb to follow to be blacklist compliant is never purchase or rent lists from shady sources and don’t scrape websites to harvest email addresses.
4) In and out compliance
Have a proper opt-in process. The sender must have either explicit or implicit consent to send email campaigns. The sender must document how it got the email address, including the opt-in date, connecting IP address, and the sign-up page. What’s more, the message must inform recipients how to opt-out of future messages. In other words, the email must include a functioning unsubscribe link. If a subscriber opts out, you must honour it within a reasonable timeframe.
5) Country compliance
Numerous nations have laws regulating what you can and can’t do with emails. And even if you aren’t operating in the country where the rule applies, you may still be subjected to their requirements if you’re sending emails to that country. Complying with them is to your benefit and should be part of any good email marketing process. The more well-known ones are Canspam in the US and Casle in Canada. If you’re sending your emails to other states, you may want to consult their local laws. However, complying with Canspam and Casle can put you into compliance with a vast majority of countries. Canspam stands for controlling all non-solicited pornography and marketing. Some of the requirements include the message cannot have false or deceiving header information. The email cannot use misleading subject lines. If the content is in an advertisement, you must identify it as such. The campaign must clearly state the location of the business. Casle stands for Canadian anti-spam legislation, and it has one of the strictest anti-spam laws in the world. Some of the requirements include the message must identify the sender and must provide a way for the recipient to contact the sender. Even if you don’t have Canadian subscribers, compliance with Casle would be a decent practice because it will cover your bases with most other countries’ email and anti-spam laws.
Even if you are not a spammer, the mailbox providers do all sorts of complex and sophisticated analysis to determine whether your message is worthy of the inbox. So, you need to understand how this process functions so you can utilize it in your favor to improve your email deliverability.
Think about ditching the sales pitch. It’s not merely an important profession. Sales is an honorable field, too. But there’s a part of sales that feels undignified to me, something the industry could do without. I’m talking about the pitch.
Ethics is defined as a system of moral principles concerned with what is good for individuals and society. If that is true, how can a pitch be ethics-based when the effort is focused on trying to get you to buy something before I know whether you need it or want it or whether it would even be of benefit to you? It can’t, so drop the sales pitch. A pitch is a self-centered technique that isn’t focused on helping other people. In my estimation, it violates what is ethical because it focuses only on the salesperson without taking into account how a prospective customer might benefit, too.
People like to buy, but they don’t like to be sold to. A pitch is an example of focusing solely on the latter. If you start with a pitch, you have no idea what the prospective customer wants or needs or what would be a good fit for that person.
Focus on What Fits
I arrived at this stance early in my consulting career. Corporate life can often force you to focus on quotas and targets. Leadership, meanwhile, might dictate that hitting your numbers — regardless of whether the product or service fits the client’s wants and needs — is more important than anything else.
To be clear, this approach doesn’t make it harder to hit your quota or target; it makes it easier. You now spend time with prospective customers who might actually buy from you rather than trying to force people to buy from you when have no intention to do so.
The problem with the pitch became clear to me when I sold a client only to later realize that the company had been a bad fit for what I could deliver. The client wasn’t ready to make the necessary changes to the company. I was left trying to help make it work, but the client wouldn’t let me. Now, we teach our advisors that both parties get to make a decision regarding whether they’ll work together. Focusing on a mutual fit rather than what can be sold is one of the most crucial lessons a salesperson can learn.
Being a good salesperson is about helping a prospective customer satisfy a need or a want. It is, after all, the honorable thing to do. The problem is that too few salespeople take this approach. Don’t just take it from me. Consider the evidence.
While less than 20% of salespeople think they are being pushy to drive a transaction, half of all buyers feel like they are being pushed too hard toward a sale. To improve relationships, ditch the pitch. Without pitches, your people can have more effective sales conversations with prospective customers because they don’t have to try so hard to make a sale. They only have to determine whether there’s a mutual fit.
Make It a Two-Way Conversation
To do so, start by asking plenty of pointed questions that get to the heart of the customer’s wants and needs. By taking this approach, your prospective customer conversations are all going to be different, so start by focusing on what is important to the client. This will make your prospective customer conversations much more collaborative because you are focusing on helping someone buy rather than convincing someone to buy. From these conversations, you can determine whether your product or service actually fills your customer’s desires. If not, walk away or refer the customer to someone else.
The best businesses focus on putting customers first. Salespeople ought to do the same. By prioritizing a customer’s wants and needs, salespeople can see whether their product or service aligns well. It also shows customers that they are more than just a number. So drop the sales pitch and start making customers feel important.
If you’re interested in learning more from Mark Thacker, join the SMEI webinar on December 3, 2019.
Mark Thacker is the president of Sales Xceleration, a firm specializing in sales strategy, sales process, and sales execution. Mark has a 33-year history of sales leadership and success in diverse industries.
A natural leader and motivator, Mark has led sales teams with annual revenue responsibility from $1 million to in excess of $800 million. Prior to the founding of Sales Xceleration, he personally worked with more than 50 companies in the small business community, serving as an outsourced VP of sales, helping many to record-breaking results. As the leader of Sales Xceleration, he has overseen the growth of over $1 billion in revenue from Sales Xceleration clients since 2011.
Mark is the author of “Hope Realized: Finding the Path to Sales Success.”