Once upon a time, there was a business owner who couldn’t figure out why his email marketing campaigns were not performing like he thought they should. He thought he did everything right, from writing the email to sending it out through his fancy email provider.
Yes, to him, it was perfect, but unknown to the business owner, there was an underlying darkness that was the cause of his ill performing email campaigns. It stayed in the shadows, lurking and sabotaging the business owner’s efforts.
The name of this vile and disturbing entity was poor planning.
Don’t sound evil to you? Oh, but it is, my friend.
Without proper planning, anything can fall flat and fail. Especially someone who doesn’t know enough or thinks they know enough about the subject at hand.
For instance, if you fail to plan your content marketing efforts and instead, just write out everything and hope it works, well, that could cost you time, resources, funds and yes, possible clients.
Now doesn’t poor planning sound more EVIL than you thought?
So, how could the poor business owner not fail prey to the evil of poor planning? Simple, he should have created a solid email marketing plan and got some help putting it all together.
Mistakes and How to Over Come Them
You see, first, he just wrote emails talking about how great his product is and how the reader should buy it.
Now, if he had planned out the message, he would know not every reader would buy or even click on your emails right away. They take nurturing and a reason to trust you. Not to mention, you have to convince them your product will solve a problem they have.
I mean, think about it, if you have a product that doesn’t help me, why should I buy it? Today, buyers are more skeptical and very rarely buy with a bunch of hype and sales pressure.
Another reason the business owner failed was he kept sending the same message, over and over again. This makes the evil entity happy, indeed.
Instead, the business owner should have planned out a series of emails that connected with the reader and used different topics to put the reader at ease; not hard sell to them, over and over again.
Try special reports, tips and resources that specify on the problem and how your product will fix it. It’s selling, without selling.
When the business owner sent out his email, he didn’t really think about the subject line. Instead, he said sale and something cheesy, which he thought would motivate readers to open his email. This had the opposite impact and might have caused his email to go into their spam boxes.
Here is where he should have consulted with an experienced email copywriter and had them write his emails, with the right message for each. Sure, professional copywriters cost, but they make it all worth it.
The Moral of the Story
What did the business owner learn? He learned poor planning could cause your marketing efforts to fail and sometimes, cost more than what you thought it would. For him, it cost him valuable time, possible revenues and much more.
Now, this is just the tip of iceberg, as far as what you should do when planning out an email marketing campaign, but it’s where many business owners fail and then, wonder why no one buys their products. Instead, to avoid the dark, evil of poor planning, step back, and take time to plan and you will be well rewarded.
Do you lay awake at night dreading the evil called poor planning? Or, do you take the extra time to plan things out; avoiding the throw it and see if it sticks method?