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Michael Mcfarland Fine Art

2 years ago

Good Luck With Your Email Marketing

Just when you think you've got all this new-age marketing figured out the rules of the game change. Perhaps you've noticed something in your marketing statistics the past few years--fewer responses to your introductory marketing emails.

Insanity is doing the same thing, yet expecting different results.

That may be true, but the paradox is completed with the fact that tenacity is doing the same thing and getting the results. So what do we do?

The difference between insanity and tenacity in the marketplace is analyzing the results of your communication efforts. If they are mechanical efforts without significant analysis, your results in marketing costs to new clients will most certainly appear insane and fruitless--and frustration will be the result.

Smart phones are the game changer.

Since these devices hit within the last five years, more and more users are near-exclusively using these devices to rifle through email. This is done while driving, eating with friends, in the restroom, at the ballgame, etc. Your introductory marketing is little-more-than clutter in today's fast environment.

Today--Only urgent emails are typically reviewed.

You may have the cost structure to save the potential client significant amounts on material purchases per quarter, as an example. The receiver, though, is only interested if whether their child's soccer game has been rained out or not, or if the order has been sent today and what the routing number is. If they are reviewing emails on their smart phone while driving 70mph through heavy traffic, eating a burger with fries between their legs and gabbing to a passenger they're with--let's just say the business environment has changed--and we have to change as well, when it comes to introducing ourselves.

Don't leave snail mail out of the equation.

The post office is actually quite fast today. Emails are faster, of course but if they aren't read, their speed is irrelevant. Physical mail tends to hang around to be read periodically, unlike emails, which are like a continuous lava flow---typically never-to-be-seen again.

In short, it pays to analyze the return-rate and other metrics when marketing in today's ever changing communication channels. Consider trimming the volume of emails sent and introducing yourself via standard mail, following up with email. Overnighting mail to strong, prospective clients will certainly improve your chances at being recognized. In the end, there is no silver bullet to marketing and all avenues--both electronic and old-fashioned mail--have their place.

For more ideas on improving you bottom line using visuals, be sure to visit our site. Click on the link below to see our solutions at Michael McFarland Studio of Fine Art...The Fusion of Art and Life.

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