Heckled on Stage


Speaking on stage yesterday I was challenged by an attendee about whether email marketing still works:

"But aren't people overwhelmed by emails, their mail boxes filled with it?"

It's true that people are more protective of their email inbox - and are more careful about what they allow into it.  But it's not true that email marketing doesn't work.

I shared 3 stories of using emails to generate cash, from 3 separate businesses, in different industries including one from Australia.

Another attendee Ryan jumped in and agreed about the power of email marketing and its ability to generate sales. Not only had he had a very positive experience with his latest email marketing launch, he also shared a great story of Qantas using it very successfully.  This leads to the real question, which is:

How can YOU use email marketing successfully?

1. Have an Email Marketing Plan

Have a plan of how you will use email, know how often (it can be approximate!) you will email, and who will write the emails.

One of the key secrets we teach in our email marketing formula (EVO) is that you have to add VALUE when you send emails, not just sell.

2. Build Your List

Emailing to no one, or just a few people doesn't help.  Make sure you are adding new clients and new leads to your database (legitimately, ask people for permission!) and also have ways to build it online, for example:

+ Free Reports (yes these still work)
+ Training Videos
+ Webinars (our favourite list building and engagement tool)

3. Test, Measure and Refine

Don't make this a once and done thing, know your stats and always look to improve them.  

We also discussed Email Open Rates (how many people open and read your emails) and what a good percentage is.  You can look at industry rates, or compare yourself to others, but the most important thing is to always improve your stats, discovering what is working well for you (so you can do it more), and equally what is not (so you can fix it, or stop wasting your valuable resources).

4. Advanced Strategies

Once you've got the basic strategies sorted and have a handle on email marketing, it's time to ramp things up and look at some advanced strategies.  Allow me to share one with you: Segmentation. 

Segmentation is creating different sub lists within your database.  This is people who want slightly different things from your business.

For example say you own a service based business, and you have some clients who want done for you services (i.e. you do the work for them) and others who want to be taught how to do things (so they can do it for themselves).  

You could create two sub lists, one for the Done For You, and one for the Do It Yourself which enables you to email them relevant content  that is more specific to them and their needs.  This enables you to get better engagement, better responses and also get less unsubscribes because your messages are more targeted.

Segmentation can also enable you to do some very cool things, for example, completely change the rules of the email game....

Imagine if you could email people, selling to them all the time, and they wanted you to do that, in fact they welcomed it?

That would be pretty cool right?

That's exactly what some businesses do, there's  a retail store here in Auckland that makes thousands every time they send an email because they use exactly this segmentation strategy.

Here's how it works:

A. Create an Exclusive Segmentation

This is a special segmentation for people who want deals, people who want first chance to grab a special.  

I know it sounds a bit cheesy - but businesses like Grab One have built their entire business off the back of this.  As I already shared a retailer here in Auckland uses this exact strategy to generate big sales.

B. Don't have this on Your Website

Sounds a bit counter intuitive, but don't have it on your website, don't have it "easy to get to".  You want it to actually BE exclusive, not just pretending to be.

Invite your best customers only to have access to it, allow people to join it when they make their first purchase.  However you make it exclusive, don't make it available for everyone and anyone.

C. Give them first access to deals or even exclusive offers

Then live up to the promise, actually send them deals first, or exclusive offers, i.e. ones that no one else gets.

This is where the value comes in - this still follows the EVO formula, the value in this case is the super deals and offers, and the exclusive access to it.  People don't want to miss out, and they love to feel special.  This strategy hits both of these emotional hot buttons which is why it works so well.

Andrew Baird



Andrew Baird started in business when he was made redundant. Sadly he wasn't an overnight success. In fact in his second year he almost went broke. But he didn't and fortunately, he kept going.

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