Email Marketing: Makes Even More Sense When The Recession Hits!
Practically no one, especially the higher end- hired gunned-consultants, (such as ) yours truly, likes to hear there’s a recession of any type going on!
Certainly you can understand and appreciate why, correct? 
(And rest assured, when the infamous “R” word rears it’s ugly head!
Strategic email marketing strategies and or tactics, are not far behind.) Or at least, they shouldn’t be!
On the other hand, since (any good consultant) worth their salt, can always switch over, to the more pro-active, underutilized,compensation based on performance business model.
Which is just a fancy way of suggesting, they (meaning) the consultants firm, gets paid a certain percentage of the gross profits they generate.Over and above, an agreed upon, starting base line point.
Typically, you’ll see fairly standard arrangements, such as, the consultant’s firm receives 25% of every new dollar of gross profit they produce.
And (if ) you really wanna get fancy,X% of any additional stock value (equity) they can document, they helped produce as well!
For now, let’s just stick to the basics shall we? In any event, (my friend) when the inevitable recession hits, (no matter) how severe and or mild it may be, that’s why and when, strategic email marketing makes even more sense!
So How Or Why Does A Nagging Recession Help Your Email Marketing Campaigns?
Ladies & gentlemen, how many times, have you read about, (or sadly) witnessed first hand, what happens to a small town, whenever a major employer, (either) closes several locations or (worst yet), shuts down the main plant altogether!
Suddenly, usually without prior notice, X number of extremely hard working individuals,(and several family members) have their hours drastically reduced, they get temporarily laid off, or – worse yet- they get let go for good!
That exact same scenario, often plays out, (on a much smaller scale of course), for a gazillion-local- small business owners and or service providers.
Which means, (maybe) they cut down on how many outside sales reps they have, physically canvassing a particular area.
Because, it costs a ton of money, for their top sales reps, to simply show up un-announced, trying to solicit new business.
And by the same token, it also costs a ton of money, for a cash starved small business owner, and or service provider, to periodically -snail mail, single or double sided post cards, and or enveloped multi page letters, that produce Luke warm results at best!
Strategic Email Marketing Is Often Your Silver Lining During A Nagging Recession And Or Temporary Slow Down In The Normal Business Cycle!
Case in point: Let’s say one of your main -local- competitors, decides to snail mail 1,500 (or X number) of post cards, to their local customer/client base.
First of all, even though the posts cards (and or), multi page enveloped letters are being mailed locally.
It’s still gonna take, (on average) about one or two days to deliver, correct? And even longer, if they’re mailed, using any thing less than first class priority.
And mailing first class, adds considerably to your up front, out of pocket cost, does it not? Absolutely!I can already hear some of asking the burning question.What about contacting (at least) some of your customer/client base,via good old tele marketing, right?
My friend, if you’re using a work force, or part of your work force to do so, and they’re American based workers, you’re still looking at whatever you pay them per hour, plus any and all commissions, for either appointments set, and or actual sales closed, correct?
Plus, you throw in the cost per business phone line, the secluded retail office space necessary to properly run that type of operation etc.Plus the additional, initial upfront- cost to properly train your key employee/associates etc.
Or if the company is large enough and the potential payoff is lucrative enough, they may decide to outsource, (on or offshore) the entire tele marketing process altogether!
In which case, you’re looking at even more, upfront out of pocket costs the company will need to incur, which have to be recaptured first, before any gross profits can be considered!Right?
Entrepreneur A Few Proven Email Marketing Strategies Is All It Takes!
On the other hand, let’s say you have 1,000 opt in email /mobile subscribers. And first thing Monday morning, you decide to send them an unscheduled, extremely time sensitive “broadcast” email “alert” message/offer of some kind!Entrepreneur, unlike snail mailing post cards to your best customers, clients and or prospects etc.
It will not take the customary one or two days, for your email /mobile message to be received!(Granted, in terms of email, it may actually take a day or two, before your subscriber actually opens it, if they bother to open it all!)
And of course, don’t forget, (and or) discount the fact,typically your mobile text message, will be opened within three short minutes of being sent!
And come Tuesday, let’s say you decide to just offer your very best 250 VIP opt in email subscribers, an extremely time sensitive “close out offer, on your best X,Y or Z product or service!
And come Friday, you also send a third unscheduled “Broadcast” email/mobile marketing “alert”, making the remaining 750 subscribers, aware of your “Bring a friend over 18”, and get a free plate of barbecue and medium soda party!
Which is being held this Saturday only! It’s first come, first served!And any customer that doesn’t bring a friend/guest 18 and over, who’s not related to them and or, already a current customer/client of yours, they can still purchase a plate of delicious barbecue, courtesy of, (right here’s) where you insert your -local- joint venture partners, barbecue pit’s WordPress website link!
However,a plate and medium soda will cost them X! So it’s best they “bring a friend” and save where they can!Right?
So How Does Having An Effective Email Marketing Plan Help Increase Your Long Term Gross Profits During A Nagging Or Severe Recession?
Ladies & gentlemen, here’s the thing. Hopefully,as you just discovered in the last paragraph, suppose you used the traditional-old school- single sided,snail mail post card approach, to contact your 1,500 local customers and or clients.
If you mailed them three separate offers/notices within the same week. First of all, look at your total cost per mailing.Next, look how long each offer would take just to get to your intended recipients!And whether they respond or not, you’re business/service is still out of the upfront out of pocket cost!
Now contrast that or the tele marketing approach, to you or someone in your organization (first) creating the unscheduled “Broadcast” email message.
Or paying someone like (yours truly ) a set yearly, (and or slightly higher), month to month fee, to both write, monitor and A/B split test your ongoing email marketing campaigns!
Ladies & gentlemen, for the exact same monthly cost, until your lists to starts to grow, you can send (extremely)targeted, not to mention segmented, email campaigns to your subscribers! For a monthly set cost!Try doing that with (either) your snail mail post cards and or envelope letter campaigns!
So hopefully, you’re really starting to appreciate, “how” and why, whenever a nagging recession starts to set in or not, and your major competitors start reducing their various costs!
Your battlefield tested email marketing campaigns, can and will, make your business and or service, even more profitable and far more competitive!Don’t you agree? Now as is customary during this part of our show.
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Hey Mark,
Email marketing campaigns are really considered as essential elements of any marketing strategy. They communicate and build relationships with prospects, gather important data, and help boost marketing ROI.To build, execute, and maintain effective email marketing campaigns, we must pay close attention to our audience, the message, and avoid the common trap of simply blasting out self-promotional messages.
Mainly, subject lines 70 characters and up tested to be most beneficial to engage readers in clicking through to the content, and subject lines 49 characters and below tested well with open rate. Email marketing can work for pretty much any kind of business. Besides being comparatively cheap, email marketing doesn’t take such a steep learning curve as many other tactics. It is really very interesting and informative post. Eventually, thanks for sharing your worthy thought with us.
With best regards,
Amar kumar
Amar kumar recently posted…12 Critical Things to Do Before Making Your Website Live
That’s so true Amar!
And as you wisely pointed out, by comparison, the ongoing potential benefits,
far out weigh the ongoing costs.
And it’s a proven way to inexpensively build an ongoing relationship,for literally
pennies on the dollar!
Thanks so much for taking the time drop by and share your thoughts!I truly appreciate it!
Mark Newsome recently posted…Coaching: Three Potentially Profitable Reasons You Might Benefit From Some!