Many Marketers Break E-Mail Rules

by 20 comments
What happened to content in emails? Some marketers get it but many do not. When I send out email, 60-70% is good solid content, if not more. I do this because I want subscribers to know that when they open up an email from me, they will get some value.

Over the past few months, I have received up to five emails per week from some fairly well known marketers and they were 100% sales pitches, zero content. Maybe they are testing this kind of thing out but I can tell you that it's not the best way.

If you are sending email pitches, remember to make that email valuable with content as well. Doing this will grow and strengthen your list and make you more money.
#internet marketing #break #email #marketers #rules
  • Profile picture of the author hugofortin

    You make a good point here, Paul.

    There a lot of marketer who don't really know what there are doing Online. They just send garbage. No good content. Everyone are looking for good content Online. So, you have to send them content not just a sale pitch. If you do it, it won't work. Try you will see. The only thing you will see is no one answer to your sale pitch.

    Have a good evening or day.

  • Profile picture of the author Christopher R Everson
    Because I make more sending out non stop promotions, and get fewer unsubscribers than sending out freebies and content.

    It depends on the market, it depends where you got the subscribers from, it depends what your autoresponder does, depends on what your squeeze page promised, depends on a lot of variables.
  • Profile picture of the author Daniel E Taylor
    In the context you are using email marketing
    the goal is to close the sale where you can
    provide the information that will add value
    to their life.

    If you can get the sale much faster
    by going 100% and not beating around
    the bush with content, then so be it.

    There is no rule saying you have to provide
    content. Your point is to get the sale.

    Me? I personally prefer content in my niche
    because it builds credibility and relationship
    with my list. But again thats ME.
    • Profile picture of the author Paul Myers
      Maybe they are testing this kind of thing out but I can tell you that it's not the best way.
      Oh? Have you tested it?

      Fact: In the IM niche, high content emails regularly get more spam complaints than a pure pitch email.

      Fact: In many niches and for many people, sending one promotion after another sells more than sending a lot of content and moderate to minimal promotion.

      Fact: Pitch emails are easier to write than good, original content.

      I have a pretty high content to pitch ratio, so I'm hardly defending it based on my preferences. But, I have my own approach to the thing, and that isn't going to fit everyone's goals.

      At any rate, coming here and stating an opinion as fact isn't going to make people who've done the testing suddenly change their minds.

      Here's an email I got on September 24th. It's the explanation of why someone unsubscribed, exactly as I received it.

      it's not readably.. way to much stuff to buy and no information for free..

      I got another one that was even less sensible today, with the same sentiment.

      Here's the thing. Including the welcome sequence these folks got and the recent series on selling, they've received over 100 pages each of pure content (after removing the promotions) during that time. I could very easily take the content they got, turn it into two products, and sell the hell out of them.

      Now, I don't kid myself that everyone who gets the thing is going to find every single article useful. That would be stupid. And I know that some of it will be beyond some folks' experience, and other parts will seem basic to other people. There's no way around that without publishing for only raw newbies and keeping everything as simple as possible.

      Still, even including the heaviest month of the year for me for promotions (I run a birthday sale every year with some serious deals), the content outweighed the pitches during this guy's subscription by a LOT.

      This stuff doesn't bother me. It is going to happen, no matter what you do.

      For example, if your promotions relate in any way to the topic of the content, some people will see the whole thing as a useless pitch. Yeah. Even if they can use the content productively without buying anything.

      Some people don't read the longer emails containing the content, so all they see is the short stuff with pitches. For them, that really looks like all you sent them.

      As publishers, we have no idea what's going on at the other end of that connection unless they tell us. Assuming anything beyond what we're told is a waste of time and energy.

      The point is, if you send nothing but pitches, you don't hear as much of this stuff, and you don't care if you do. If it's all pitching and someone unsubscribes because of that, they weren't who you wanted on your list anyway.

      Of course, if someone can't recognize an email that's 100% content with no pitch in it, like most of my welcome sequence, that's not who I want on my list either.

      You choose a model and you work it. For some people, it's pure pitch. If that's what they promise when you sign up, no problem. If you don't like what you're getting and the unsubscribe stops it, again, no problem.

    • Profile picture of the author David Neale
      Originally Posted by Daniel E Taylor View Post

      There is no rule saying you have to provide
      content. Your point is to get the sale.
      Not the sale at any cost though. There are many different types of salesman. Most retail salespeople for example would agree with you.

      Bebacks ain't Greenbacks.

      On the other hand wholesale salespeople who need to develop a long term relationship with their customers cannot take this approach. Overselling the client or putting him into something inappropriate is committing career suicide.

      He is using consultive or solution based sales techniques that will not tolerate the hit and run approach.

      Aren't most email marketers hoping to develop a longer term relationship with their subscribers? Wouldn't that make the second selling style more appropriate and profitable in the long term?
  • Profile picture of the author Andres
    Very true - after a while I just unsubscribe they offer a great sales pitch for their 5 day course and boom. You get almost an email a day with them slamming in your face whatever affiliate product they can sell.

    The smart ones offer content and some product - those newsletters I stay loyal to.

  • Profile picture of the author Chris Lockwood
    Isn't there an email rule about deceptive subject lines?

    I opened this thread assuming it would be about marketers who break email rules, but it's just someone trying to tell others what to say in their emails and presuming to know better than they do.
  • Profile picture of the author davezan
    Don't take this poster's word for it, but as something to consider:

    The King of Email Speaks - Page 3 - Copywriters Board

    The King of Email Speaks - Page 3 - Copywriters Board
    • Profile picture of the author Takuya Hikichi
      If someone complaints to Paul (Myers) that he doesn't provide content, frankly, I don't think those people understand this business.

      Honestly when Paul tells me to buy something through his email, I'd skip the salesletter and just look for that order button.
  • Profile picture of the author Dmitry
    Ah, rules, rules, rules... so many rules... Isn't it about ultimately getting where you want? And you are free to get there any way you can imagine. So why limit yourself with all the rules...

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