Stop Spamming People to Death and Build Real Relationships

Getting a 3000 per cent return on an email campaign sounds like a dream result. But forgetting to mention that the emails cost just five bucks to send, this means that is only $150 gross return!
Not so exciting now, especially when you factor in the time you spent
to write the emails and set it all up in the first place. For many businesses this is a typical result; less than inspiring but for $5 they just keep it going every month. Others I speak to have had varying results from Facebook ads, some are outstanding, and others quite dismal. Regardless of the marketing platform, I know that I always get the highest email open rates and social media engagement from people I have either seen in person recently, spoken to on the phone, sent a personal letter to, or who receive direct mail from me regularly.
I have had several digital marketing agencies call recently to start
including physical mail pieces in their clients’ email follow up campaigns, and here’s why: across the board, contacts that receive a physical posted item spend more.
That’s what we are talking about here – turning new prospects and
contacts from strangers with a problem you can solve, into trusting acquaintances, then happy clients and finally, raving fans that share, comment and recommend you to their networks. Throughout this journey there are numerous touch points across multiple channels and platforms. I am a huge fan of automation and the cost reducing benefits, but the thing to focus on in business is not how much money we can save on our marketing costs – it’s actually how to get the highest return on our time and money invested.
If it costs $15 in Facebook ads to get a new contact
on your email list and then you spend nothing to email them an automated series of responses, you will get some people becoming new clients, some people that are happy to be kept up to date with any promotions or special deals available and, if your emails contain valuable, well written content, some people will also appreciate the information you share. But you will also get some people that feel unappreciated, knowing that you have given them no personal attention– that you have spent no genuine effort valuing them or investing a single second of your time or money in contacting them.
These days your marketplace know when they are
receiving automated spam emails that do nothing to show you value or appreciate them or their business.
There are two proven reasons psychologists have
studied as to why a more personal touch works. Reason 1: The law of reciprocity In Robert Childani’s book on influence and persuasion, he goes through many of the human triggers that compel us to take action in a predictable way. The first chapter is about the law of reciprocity. This law states that in human interactions, when someone receives something of value from another person, a primal instinct takes over and they are driven to ‘repay’ the ‘gift’.
A great example most of us are familiar with is
when we are out with friends and someone either picks up the bill or buys you a drink – you will quickly say, ‘I will get the next one’ and you may even find yourself going out of your way to arrange another social encounter to ensure that you follow through. Childani goes on to say that this is a necessary part of our social fabric and that without this behaviour, human society could fall apart. I mention it here because it is very relevant to increasing your client’s likelihood of giving you referrals, repeat business and becoming a raving fan. The law only works when the recipient feels that the item is of significant value to them or has cost the giver in either time or money.
So you see how contacts repeatedly receiving auto
emails and retargeted ads does nothing to trigger a response. On the contrary, you could be seen as an annoying spam business and offend people that are not engaging with ...

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