email marketing


How hard can it be to create an email marketing strategy?

Judging by some of the stuff I get in my inbox, very hard.

Creating emails should be the easiest thing in the world, and yet, time after time, they fall short of the mark.

Before I get into the reasons why your email marketing is falling flat on its face, I want to look at why so many companies do it.

For starters, it’s seen as a ‘quick fix’. Within seconds, thousands of your customers can be contacted.

It’s also cheap – once you have your software set up, the cost of each mailing is negligible.

It’s that combination that’s hurting your reputation.

Where is it going wrong?

Your email marketing can go wrong before you’ve even written a word.

One of the main driving forces that determine the success of your strategy is the list you’re using.

If you’ve bought a list, you’re heading nowhere fast.


No one on that list has heard about you and, probably, aren’t interested in what you’re selling. You are the equivalent of a junk mailer.

As a result, the vast majority will delete your email without reading it – not a good start.

Building an opt-in list is a much better idea.

The people on it have not only heard of you, but they have also given their permission for you to contact them and are therefore more likely to read and buy.

The downside is that it takes time to build you a good list, but the results it will bring means its worth it.

What are you saying?

The next thing that’s usually wrong is the content of your email.

Do yours:

  • Talk about your products and services?
  • Talk about your company and how great you are?
  • Sell, sell, sell?

If they do, that’s where you’re going wrong.

The whole point of an email marketing strategy is to build relationships and then sell. That’s why it’s important you work on gaining trust first.

How do you do that?

By giving your readers valuable information that will enhance their lives. If you regularly ask them to buy from you, they’ll probably unsubscribe.

Introduce yourself, be generous with your information, and offer them tips that will make their life easier. Of course, in doing so, you can also link to your website so they can read your latest blogs and, once in a while, give them an offer they can’t refuse.

The advice you offer them (completely free of charge) reflects well on you making you the go-to authority in your field. So when they’re ready to buy, you’re the company they will go to first.

Don’t think like a company

Most companies fill their emails with stuff they want to talk about, which doesn’t necessarily tally with what their customers need.

That means you have to think like a customer.

Talk to your customer service team and find out what frequent questions they get asked and then build your articles and tips around them.

Every word you write must be aimed at your customer; there’s no room for egos in email marketing.

Email marketing, although a fast way to reach thousands of customers in one hit, isn’t a ‘get rich quick’ marketing solution.

It’s all about building trusting relationships with your list.

For help with your email marketing strategy call Sally at Briar Copywriting.