What I Learned From The Best Marketing Email Practices

November 14, 2014 10:24 am


What I Learned From The Best Marketing Email Practices

best marketing email

Best Email Marketing

Funny thing about the best marketing email practices—they reinforce the best practices for marketing professional services.

If that somewhat convoluted statement makes little sense to you, allow me to explain.

For the past couple of weeks, I have been writing about whether or not email is becoming obsolete…like direct mail and the fax machine. To review these ideas and comments, check out some of the related posts below.

Turns out that I missed the mark. Not only is email marketing alive and well, its best marketing email practices also reflect the most effective approaches to marketing professional services.

The 3 Best Marketing Email Practices

Based on the comments of readers, and my own reflections on these posts and comments, here are what I consider to be the the three best marketing email practices.

    1. Select the email applications that will help you develop and maintain the best connection with your market.

      There is no one-size-fits-all email solution that will work for every business in every market. If you have a huge list, by all means send out email blasts …provided they are not spam. But be prepared for a very small return. On the other hand, sometimes emailing one client at a time works best.

    2. Build relationships

      We are more likely to open email messages from people whose names we recognize than from strangers. As a result, it’s usually best to send email to only those people we know…and who are likely to recognize our names.

    3. Deliver content that offers value

      The absolute best way to have email messages opened consistently is to consistently deliver value. Who wants to read email messages that deliver littl more than the same old same old message?

The 3 Best Approaches To Marketing Professional Services

  1. Select the marketing tools and techniques that will best help develop and maintain sound and sustainable relationships with ideal clients.

There is no one-size-fits-all email solution that will work for every professional in every market. Do whatever it takes to attract and satisfy ideal clients. These are the clients we like to serve and are good at satisfying.

  1. Build relationships

    Realistically, most professional services of one genre are much like others of the same genre. What distinguishes one lawyer from another or one accountant from another is the relationship that individual professionals maintains with his or her clients. Promote relationships…not generic professional services.

  2. Deliver content that offers value

    Successful professionals have found that the most effective marketing and client service is all about satisfying clients’ needs and wants, while also exceeding their expectations. This means delivering content that offers real benefits to potential and actual clients. It does not mean shameless self-promotion or telling ego-stroking stories from the past.

Ya gotta love it when the best marketing email practices are not only consistent with the best approaches to marketing professional services but they also reinforce the importance of these essential techniques.


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