Emails, emails and more emails – they are the huge debate today. When I consult with a client, I always say “emails are cheap and easy to send, but don’t let them be the ONLY thing in your marketing plan. It should be a minimum of one-third of your plan and preferably one-sixth of your plan.” Meaning, please include direct mail and meetings into the plan, and if you can include special mailers, contests, taking care of existing clients that is even better. Even my most skeptical clients are sending emails and having success. Here are a few recent examples:
Emails are still generating work for clients. These emails generated a job immediately following their email – note these are recent reports from clients just coming in:
Coolife landed a cover shot job for Bloomberg Businessweek from this email.
Craig Mitchelldyer landed a Barron’s job from this email.
Mike Carter just sent out his promotion. The irony was it was not his highest-clicked promotion, but generated one of his highest-bid requests: five bids were requested and two jobs were secured!
People who clicked-through have shown interest in wanting to check out your site. Use this knowledge to your benefit – picking up the phone and requesting meetings with your clicks has proven to help my clients land jobs.
Gregory Costanzo created a list of his email clicks and dream clients and used the telemarketing service at Agency Access. Greg landed three meetings – all of which were successful: two resulted in one potential job and one bid request for a project that is still in the works.
Do you watch your Google Analytics? Well if you don’t currently, start today; it’s always a reminder of why emails are so important. When you see that HIGH peak on your website’s traffic on the day you sent the email – you will be reminded why it’s important to market to drive visits to your site.
Here is a successful click report for my client Sheri Manson.
7,234 recipients should have generated between 0.5-1.0 percent response rate according to industry averages, or 36-72 clicks. We more than tripled that goal: This email generated 210 clicks. And when it comes to opens, the minimum goal for open rates is 10 percent – Sheri got 21 percent.
Lastly, be sure to use email as the icing on the cake of your entire marketing campaign.
What do I mean? USE EMAIL PROMOTIONS TO STAY IN FRONT OF YOUR CLIENTS! I tell a lot of my clients to use the email service not only to educate and drive traffic to their site, but to keep their current clients informed on their latest projects.
Don’t stress over emails; have fun with them and use them to your benefit. It’s an affordable way to drive traffic to your site. But remember, it should be only a fraction of your marketing plan.
Amanda Sosa Stone is sought after from clients all around the world: Germany, Moscow, England, Mexico, Spain and her homeland, the United States. She has been praised for working on talents like Jim Krantz, the 2010 International Photographer of Year, Nick Onken and National Geographic Assignment Division (with co- consultant Suzanne Sease). She works with clients from all genres, Commercial to Consumer. With her editing being her true passion and love, she has also worked hard to develop many marketing approaches that are proven effective. Nothing feeds Amanda’s creative soul more seeing results and seeing her clients reach their goals. Joining forces with Agency Access in May of 2010, Amanda is their in-house marketing and industry consultant as well as continuing to work with her own clients. Amanda Sosa Stone
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