Originally Posted by Richard Blake
We've been running an online business for several years now and things have got steadily busier through our website. We had never tried email marketing but after building up a substancial email base of customers thought perhaps email marketing could generate some more business. We took along time composing the mail and offered a great discount to any responding customers.
Needless to say we had no direct sales from the marketing campaign marketing and feel like we wasted a lot of time in preparing it. Using mail chimp we can see the email was opened by over half of the recipients and links were often clicked.
So where did it all go wrong? All recipients were previous customers so obviously had some interest in our products...
If it not more useful to concentrate on getting sales when your customer searches for you? Not the other way around.
The mistake is to always expect direct sales from email marketing. Email marketing is most effective for warming up prospects over time and keep your name in their minds. Offering discounts, especially in emails, doesn't always work. It may work for bigger companies with a diverse product range so they can afford to throw out a loss leader to draw in a crowd. But if you only have a couple products, it's better to differentiate yourself and sell on a quality, thus price premium. So with your email marketing, you should be "dripping" qualify freebies like related articles, so when the reader has a need one day that you fill, they'll come to you.