Many people think email marketing does not work anymore.
There are lots of reasons why they think so. Probably they are not getting results with their lists. Probably the fact that they are not reading emails from other people makes them think that way.
There are so many other marketing channels like WhatsApp, Facebook, Instagram. They all compete for our prospects'
attention. Add Gmail with its "Promotions" and "Spam" folders that make it so hard to land your email into the inbox.
Chances that your email messages get noticed are less every year. Isn't that mean email marketing is dying and you need to focus on something else?
NO.
The reason most of our emails are not getting read is NOT because of other channels. The "Big Brother" Google is NOT the reason as well.
The #1 reason why email marketers fail is they don't know their audience!
They don't understand what is it that motivates their audience. What their fears are. What they desire most.
They write irrelevant messages because they presume that other people have the same feelings as they do right now. In reality, their emails are not interesting and their subscribers bored.
Don't think you are safe. It happens even with established and successful businesses.
If you want your subscribers to eagerly wait for your emails and take actions on your advice you need to know your audience.
Robert Collier, one of the greatest sales copywriters of the early 1900s gave great formula. He said - "Always enter the conversation that is going on in your prospects head".
In other words, figure out what your customer is already thinking about and write about it. Insert your solutions and products into those thoughts.
How do you enter their mind?
I love Gary Halbert's answer - "You do it by working, and not by guessing".
You should read what other people tell about your audience. You should read popular books, articles, emails in your niche. You should chat with your audience. You should do some thinking, research, and testing.
Never stop doing this, because conversation in their mind changes over time.
If you take the time to do this right, then your email marketing will not fail.
In my next email, I will reveal one trick that helps you enter the mind of your prospects.
