Email Marketing: If Doors Are Closing, Find Another Way In

Question: What challenges are you facing as (some) big agencies close the door on email?

Big agencies are inundated with emails every day, as are smaller agencies. The average result on email marketing is approximately 2% – that’s how many recipients, on average, are likely to click through to your site, out of the 15%, on average who actually opened the email. (i.e., 1,000 people would result in 5 to 10 click-throughs to your site).

But the bigger question is – what to do with those other 98% of the people who are not clicking through?

That’s easy. Knock on another door. Please hear me: Email is not enough and should not be your one-and-only form of marketing!

The bigger agencies have something in common with us all: They all have real people working for them and they wake up the same way we do, by opening up their eyes.

Steps to Success

After sending out your main emailer, you need to go above and beyond in your attempts to reach new clients.

Step 1: Define which agencies you want to make sure know who you are, regardless if they get your email or not.

Step 2: Figure out how many are on your list (be realistic – 25 to 250).

Step 3: Reach out personally to introduce yourself and your site (via email). Short and sweet, please! If there are more than three sentences, you’re asking for too much.

Step 4: Print a set of cards and mail it to them every 2 to 4 months.

Step 5: In 3 to 6 months, pick up the phone and see if you can get a meeting (if they are in your local area).

Step 6: Once you connect with the person – that means they emailed you back or you spoke on the phone – stay connected with them every 3 months by sending them updates via email (again: short and sweet). You can either send them a small attached image (thumbnail size) or a link to a recent body of work published on a platform like FoundFolios.com.

You want to stay in their mind … so be fearless! What do you have to lose, if they aren’t hiring you now? How might that change if you reached out to them?

Remember:

“Courage, like fear, is a habit. The more you do it, the more you do it, and this habit – of stepping up, of taking action – more than anything else, will move you in a different direction.”

– Tony Robbins

About Amanda

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

Related Articles:

1. 3 Strategies to Follow-Up Your Email Promo

2. What Not To Do With Your Direct Mail

3. Consistent and Patient Marketing Encourage Clients to Hire You

Amanda Sosa Stone

Former creative consultant, Amanda Sosa Stone now serves as Chief Product Officer at Agency Access and Found, ensuring marketing channels are strong, deliver results and help artists get seen. Photo Credit: Diana Zalucky

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