Does Viability Remain in Email Marketing?
Managed services marketing would do well to work with email marketing strategists. Incorporating such a campaign is comparable to mailing out catalogs to subscribers, but less expensive and more effective; especially if you keep close data on your email marketing campaign.
Approximately 74 trillion emails are sent annually— 17.3% of those emails are spam. Let’s crunch some numbers to get a better idea of what that means— keep in mind that the following stats are based on the averages:
There are approximately 7.6 billion people on the planet. At 74 trillion emails annually, that means an average of 202,739,726,027.3973 emails are sent daily. That means, on average, 26.676 are sent by every person on the planet, every day. 4.6 of those emails are spam. Let’s call it 27 and 5, respectively. So, of the 27 sent emails every day, at least 5 are totally spurious. Your email marketing campaign may fall under that category… but then again, it may not— this is up to you.
What these numbers indicate is that email won’t go anywhere barring some global catastrophe on the level of Armageddon. Otherwise, email will remain with humanity as long as the internet does, which could extend in an interstellar way. So, your managed services marketing emails need to take this into account and calculate accordingly. It’s probably fair to say, at 27 emails, the average human is going to spend an hour dealing with email every day. What can you do to endorse your MSP company that will make absorbing the information you have to impart worth some segment of that hour? At 27 emails over an hour’s time, you can expect a minimum average of 2.22 minutes per email.
First, design your emails to communicate value immediately, and provide information that your target markets are going to want to click on naturally. One of the best ways to do this is to carefully consider your existing demographic. What do they want, what do they need, what are they buying, and how close are they to operating at a level which can’t benefit from your services?
You’re not looking to have that “salesman” veneer on your email marketing content. What you want to do is have an air of “consultant” surfeiting each sentence. You’re an adviser providing information about a prescient issue. You might even go so far as to consider a political angle with specific segments of your demographic— though be careful not to pigeonhole yourself. If you can make an ecological point that’s numerically indisputable, then advance a hard-hitting marketing campaign emphasizing environmental impact, you may be able to convert some clients on merit of this position alone. Now, failing to deliver after advertising in such a way will lose you as many clients as you gain; so, whatever you do, ensure your outbound email marketing campaign accurately represents the services your MSP actually provides.
That said, presenting the information in an intellectually sensuous way is certainly recommendable. Even the prettiest models wear makeup, and this is what a consultative veneer is pertaining to your outbound marketing.
When managed services marketing is coupled with strategic, careful design informed by the data, you’re likely to see increased success in conversion.