Email marketing is not a sustainable model
Currently in business to business email marketing seems the best thing to do during this recession as it has a low cost to operate and can generate new leads.
Email marketing is about:
1. Writing an email with a catchy subject.
2. Sending out 10,000 emails to email addresses of people that you have collected over the years.
3. Bouncing: as people change jobs or leave companies many (10% -20%) emails will bounce.
4. Resulting in perhaps 400 replies, inquiries or clicks.
5. Qualifying only 250 as leads because you have emailed several people of the same company.
6. Selling: eventually the 250 leads can become 25 real sales.
Great!
Now you do need to find another 10,000 email addresses for the next 20 sales.
Where or how can you find another 10,000 email addresses?
This should be 10,000 email addresses of people in your target market.
How?
- By collecting:
Probably not as this will take ages in B2B.
Especially if you want them to opt-in.
- By stealing data bases:
Not very honest.
Not possible to sustain.
- By buying:
Probably as you have no other choice.
The more email addresses you collect or buy the less effective and efficient your campaign will become.
This is due to the fact the population for your product gets exhausted. The group of emails obtained by collecting or buying will be less and less from your target market.
It is like fishing in the same pond over and over again: eventually you will be fishing other fish types from your pool that are not suited for your purposes.
You too get emails in your mailbox everyday for all kinds of solutions.
How many are really concerning your problems and business?
Email marketing is not a sustainable model as companies will run out on email addresses.
There is however a different solution.
Is your company using email marketing?
Where do they get their email addresses?
What is the score of closing sales on average for 10,000 emails send?
The answer may be to use the same list repeatedly. You mention that recipients get exhausted. That may be true if you think of them as “leads.” However, if you treat them with respect and offer them information of value, you may find that email is sustainable.
[...] systems in order to attract your attention or to nurture you as a customer. Who still reads those? Email marketing is not a sustainable method of generating leads. Something different is needed for online [...]
I stumbled across your site I’ve enjoyed it very much that is why stumble upon is a great tool In terms of gems like this.
I’ve recently started a blog, the information you provide on this site has helped me tremendously. Thank you for all of your time & work.
I appreciate you for maintaining such a useful portal. this blog was not just informative but also very inventive too. We come across a limited number of professionals who are capable of write not so easy articles that creatively. I are on the lookout for articles about this subject. We ourselves searched in many blogs to come across knowledge with respect to this.I will keep coming back !!