If you have to write marketing emails you’ve probably sat at your computer at some point wondering what the right balance is between useful content and promotional emails.
And it’s a fair thing to wonder.
Thousands follow Gary V’s “Jab, Jab, Jab, Right Hook” methodology which advocates sending at least 3 “information only” emails to every promotional email you send.
But frankly, that’s an oversimplification. It may be true with social media, but email is different. As proof …
Many companies promote an offer in EVERY EMAIL THEY SEND … and get away with it just fine.
Still others send ONLY free content, with the assumption “They’ll contact us when they’re ready to buy, so we don’t need to pitch in our emails“.
According to Hubspot, who have a few terabytes of data on such things:
“The key to crafting a successful email marketing strategy lies in creating trust with contacts and building genuine, long-lasting relationships with them“.
The good news is …
You don’t need to compromise.
With the right approach — and a little thought — you can build long-lasting relationships … AND … promote your products or services in every email you send.
I’m using a couple of different approaches to help clients achieve this right now.
And I write about it occasionally in my 2-3 times a week email newsletter, which you can subscribe to below: