When done properly, it’s both legal and respectable. Apart from the cost of the mailing software and a list (both very cheap to acquire) it costs virtually nothing to send limitless emails and it can be executed in minutes. Send as plain text or use an HTML template.
I use this method myself. By exploiting a single small list I’ve built a significant client base. Whenever work slows down, I do an email blast and more often than not it brings in a brand new client, often within hours of sending the broadcast, and on several occasions even before the list has finished firing!
OK, some mail shots are less successful than others, not least because I experiment wildly with the copy (because I can afford to - it’s free and takes minutes of my time); and it’s important not to saturate a list. Once a month to the same list is pushing it. I’ll often leave 3 - 4 months between blasts. The secret is to have more than one list. And a 0.1% response to 20,000 emails means 20 incoming enquiries!
Structure your emails in a non-gimmicky way, zero in on your prospects’ resident emotions and ALWAYS favour proof over promises. For example, a short and snappy real-life case study format:
CLIENT, PROBLEM, SOLUTION, OUTCOME.
“This is what we achieved for XYZ company. What can we do for you?”
By naming the client and explaining exactly what it is you did for them, supported by facts, figures and testimonials you’ll achieve a far better response than an ad filled with vapid promises and advertising clichés
This approach can also work well with postcard marketing - a highly cost-effective and often neglected means of getting quality leads. How much would it cost to send 2000 postcards, compared with the same number of letter? And, unlike a letter, they don’t need to be opened!
More on postcard marketing soon.
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