Did you just add me to your email list without permission?
Often you hear us at Enlightened Marketing talking about “client attraction,” and indeed, when marketing is done right, it really DOES attract clients like a magnet.
Of course, once you have someone in your magnetic field, you want to intensify that relationship until you make a connection and they decide to invest with you. One of the most effective ways to intensify that relationship – electrify the magnet, if you will – is to use email marketing.
Keeping in touch with prospective clients using a service like Aweber is still one of the very best ways to build your business and reputation. This is because it enhances your status as an expert – and gives prospects real-life proof you can help them solve their problems.
Don’t Accidentally Repel Clients!
Unfortunately, many coaches and consultants make a very critical mistake when they begin their foray into email marketing.
That mistake is that they assume that all of the contacts in their address list would like to receive their email newsletter.
Let me begin my explanation by reminding you that the point of your marketing is not to reach just anyone… all of your marketing efforts should be designed solely to attract perfect clients. Having a list of 300 people who adore what you do and are eager to invest with you is dramatically more valuable than a list with 1,000 random people on it.
Possibly the worst scenario is to have a list on it full of people who do not want to hear from you. That’s because when they see your name in their inbox, they have a negative reaction – and that actually damages your business identity. It turns that magnet around and starts repelling people.
Now, I have a hard truth for you:
The vast majority of people do NOT want to be on your email newsletter list.
Just because they are your relative… or you went to school together… or you have worked together before does NOT mean they want to get your email newsletter.
Did you swap cards with someone at a networking event? That also does NOT mean they wish to get your email newsletter. In fact, if you add them to your email list without getting their express permission, your email newsletter can’t fail to annoy the recipient and damage your business identity.
So how do you add perfect clients to your email marketing list?
Offer them an incentive they want to have! For example, at Enlightened Marketing, we offer the multi-media JumpStart toolkit as a welcome gift. Another highly-desired topic you can learn about, just by signing up, is the easiest way to get passive revenue.
Sure, you will reduce the size of your list (at least initially) by limiting your email list size to those who have explicitly expressed their interest. However, you will have a list of perfect clients… attracted by your unique and special talents and eager to do business with you!
P.S. Photo by All-seeing angler
N.B. This post contains affiliate links. We only recommend products we use, trust and/or love.
{ 3 comments… read them below or add one }
Andy, a lot of people must have “start sending emails again” as their New Year’s Resolutions, because I too have been getting mail from people I don’t know who claim I’m on their lists. I also remember someone a few years back who grew her email list really quickly and was an up-and-coming star. I was like, “Yes, I know how she did it, because after we met at a conference she started sending me her ezine.” That’s true of about 10 well-known marketers I’ve met personally. Tsk tsk.
I have a couple of clients with retail stores and I always remind them to make sure they explicitly spell out on drawing slips (if they’re collecting email addresses as part of the drawing) that the person entering the drawing actually wants to be on their email list. I also remind them that they should tell folks what kind of email notifications they may be receiving (i.e. specials, newsletters, etc.) and if possible how often to expect them.
I’ve been getting a lot of those, “oh, you belong to this group and we have access to their email list so guess what, you must want to be on our list, too!”
Jeanette, that’s excellent advice, and I hope they’re listening to you! Or, you can just send this post along to them … :)