Email is Not Dead!
Corey Perlman, CSP (Certified Speaking Professional)
Keynote Speaker and Executive Consultant: Social Media and Digital Marketing | Agency Owner | Author of Authentically Social | Find Success on Social with Proven Strategies.
I was double-checking with my audiences to test the theory of email being dead. I asked them to raise their hand if?they've checked email multiple times throughout the day. Every arm was raised. So email is, in fact, alive and well.?Therein lies the problem - we are inundated with so much email that?it has become harder to get people to see, let?alone read, our emails.?So, what do we do?
Well, let's think about the last few emails that caught your attention. As you were scanning,?
what made you stop and click "open"?
Here's the most recent email that did that for me.?
Now, this is not an email that came from a?client, colleague, or prospect - this truly is a marketing piece that we know went out to many, not just me. So here's?why I opened it.?
1. The name.?Over the years, Jay has earned my trust as a thought-leader. So, when he sends out an email blast, I?take notice. He has earned the right because he focuses on delivering high-value material week-in and week-out. If?his marketing email didn’t tie back to his name I would have been less likely to open.?
领英推è
2. The subject line meant something to me.?It has to capture my attention - and this one did. I am always interested?in the latest social media trends, and Jay made it clear that this email was focused on that topic.?
3. I am allergic to paragraphs.?If I scan an email and see paragraphs, it looks like more than my attention span can?handle. That is why?Bold, Bullets, and Links are so critical?- we can quickly scan those and get to the meat of the?material faster. Jay did a good job of offering me a list that I could choose from and quickly get to the content I?wanted most.?
4. Delivery.?Do you know what click-bait is? It is when you create a sexy headline and then fail to deliver on the?promise of that headline. Jay (and his team) always deliver?high-quality content that satisfies my educational?appetite. I feel good about the time I spent exploring his email - and that makes me more likely to open the next one.?
So there you have it - the anatomy of a quality email piece that found its way into my inbox and bypassed the filter of?my very short attention span. I believe that if you?figure out what your audience is hungry for, you can deliver the?content that they will want to consume.?
P.S. A question I am often asked is about frequency. Whether you email once a week or once a month, I still believe?your success will be determined by the value of the content.?So worry less about frequency and more about value.?
Enjoy your week!
Corey
Experienced Marketing Leader | Helping Marketers Transform from Doers to Strategic Advisors | Marketing Your Marketing?
2 å¹´Cons - Your email is not alone and can get lost in the clutter. It also only takes one email that your recipient finds annoying, and irrelevant for an unsubscribe and you lose them forever. Pro- If done well you can gain trust and make sure that your email is the one that gets read in all the clutter. Email makes it so easy to personalize content for the reader and to have them take the next desired step. I really enjoy Total Annarchy from @Ann Handley. It's fun, easy to read, and full of useful content.
Sales kickoff speaker helping you turn prospects into profits, it all starts with prospecting with integrity.
2 å¹´Number 2 and 3 jump out big time! So important. Thanks for sharing.
â— LinkedIn Profile Writer â— Independent LinkedIn Trainer â— LinkedIn Profile Workshops â— 170 recommendations ?? Australia based and don't work or connect globally as family complains my voice travels through walls ??
2 å¹´Jay Baer is a legend and you have made stunning points here! However, I do respectfully disagree. I believe most of us think emails = chores, it's another to-do and inwardly we groan. Being on a subscriber email list is the opposite way of making me feel special. I can't communicate with you via a subscriber list. Not really. It's one-way old fashioned communication. What do I love? LinkedIn newsletters! Like this. I can get an email from LinkedIn without directly disclosing my email address, I can set up a filter so all LinkedIn emails are filed and don't distract me from client emails, I can then view on LinkedIn and contribute to a conversation. If I can't interact, I'm not feeling buy-in or joy. Oh, and the subscribers on LinkedIn - much, much easier to get. No pushy strategy is needed. I can save my newsletter to the Featured section of my profile and continue to grow subscribers every week without lead magnets. All that said - I really do love your points and they are so relevant for all communications. This is a beautiful newsletter and it clearly shows you as an absolute authority in communication. I hope you don't block me for putting forward a different view as I'd hugely miss your tips.
Transforming leadership through a mindful approach: Executive Consultant, Keynote Speaker, Coach, Trainer, and Psychotherapist. Author and Media Resource committed to elevating performance and inspiring growth.
2 å¹´Love this, Corey! I totally understand your statement "I am allergic to paragraphs" when opening emails. As well your definition of click-bait is great and also your emphasis on value vs. frequency. Excellent, Corey! You, like Jay Baer, are one of a kind!