The Finesse of E-mail Blast Marketing: How Much is Too Much?

From the mailbag: "How often should I blitz e-mail prospects? We have a good prospect list; leadership feels like we should hit them weekly. I say twice a month is the right amount. It took a lot to get a good list, and I don't want to ruin our reputation or see the messages ignored like spam. What say you?"

Statistics do not lie, and an Internet search for "statistics e-mail marketing" will yield numerous numbers that back up the value of e-mail marketing.

E-mail marketing helps to keep you and your message top of mind, but there is certainly a tipping point of overkill - an e-mail just for the sake of sending an e-mail, redundant messages, or just too much outreach can quell the effectiveness of your approach.

What results are you getting today that will enable you to make a case for less, more optimized e-mail marketing? That's really what it all comes down to: the side opting toward more marketing feels they will get more results. The side opting for less needs to make for very impactful messaging and find the delicate balance of showing up in inboxes enough to make an impact.

(1) Try to consolidate messages. To make your case that you are reaching out enough, you cannot sacrifice quality messages that your customers should see. However, rather than send a unique "blast" each time you have something to say, try to find a way to include each of them in one message. A way to do this is to provide a summary at the top of the contents, potentially with links to the upcoming segment in the e-mail that contains information pertinent to that topic. The body of the message will detail each individual news item you wish to convey and the summary will ensure your readers see that the e-mail contains multiple pieces of value.

(2) Look for more ways to bring value to your list. Recipients are more receptive to the messaging when there is something in it for them. They are apt to utilize coupons and promotions. There may be creative ways to include them in your business - can you solicit feedback from them on your offerings? Are there ways you can help their business? Is your marketing targeted toward specific verticals and do you change offerings based on the recipients' demographics? Are there partnership opportunities with your customers? Think about how you can support and service the target list; by engaging them in unique ways that invite their involvement, you can start, build or grow the relationship.

(3) Ask for feedback from your list. Don't be afraid to ask them of topics they want to see more or less of, ways you can improve messaging or ideas or contributions for future installments. Have a customer who would be interested in writing a recommendation or referral or speak to how they use your product in their environment?  It is a positive referral for you and exposure for them. Think about ways you can make it more personal.

(4) Diversify your portfolio. If leadership wants to touch customers more often than you do, find other effective ways to reach potential customers. Are you utilizing social media? Are you blogging? Do you feature and write up case studies for your website? Dip into these other wells of customers in addition to constantly engaging your e-mail lists. They can yield additional, complementary results.

(5) Be willing to adapt your approach (and this goes for leadership, too). There is no silver bullet when it comes to marketing. Several strong processes and approaches can add up to a healthy pipeline, but you never know which will yield the most returns and you often must modify your approaches to improve the process. Don't be afraid to tweak it and try new things, and don't completely jettison what may be good ideas just because you don't necessarily see immediate or anticipated results.

Those who wish to "blast" more want more results. You can optimize results with less blitzing if you have an impactful subject line, concise and targeted messaging, you are optimized for mobile phones where many customers are reading your messaging, you are engaging and you are adding value to the customer.

The majority of marketing messages are treated as spam regardless; just like setting yourself apart from your competition or from other sellers or marketers, you must offer something unique!  Even when it comes to your marketing message, to receive a different result from the recipient (in this case, they open, consume and act!) you have to stand apart from what everyone else is doing.

The frequency is not more important than the message. Too much marketing can certainly turn off customers, but even if you have an increased frequency, if you apply these aforementioned value adds you can yield a positive result. Work to find a healthy balance of e-mail marketing's place in your portfolio and ensure that each message that goes out is of value. You'll find that staying top of mind in your customer's e-mail will ensure that when a customer realizes they need what you offer or remembers they owe you a response they will be in touch!  E-mail marketing is a very important piece of your strategy - use it wisely and make a case to leadership for why you use it when and how you do.

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Carson V. Heady has written a book entitled "Birth of a Salesman" and sequels "The Salesman Against the World" and "A Salesman Forever" which take the unique approach of serving as sales/leadership books inside of novels showing proven sales principles designed to birth you into the top producer you were born to be. If you would like to strengthen your sales skills, go to https://www.amazon.com/dp/B00ICRVMI2/ref=cm_sw_r_tw_dp_yGXKtb0G

Heady posts for "Consult Carson" serving as the "Dear Abby" of sales and sales leadership. You may post any question that puzzles you regarding sales and sales leadership careers: interviewing, the sales process, advancing and achieving.

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