Is there a future if I specialize in email marketing?

23 replies
I understand one area of increasing the income as a copywriter is to specialize in a niche. Some of you could be in the health niche, while others could be in the fitness or finance niche.

I am currently doing everything for everyone. I write print ads, classified ads, press release, web content (responsive & information alike), sales letters etc.

I am considering to specialize in a niche. However, it's not in a particular industry but a particular segment. Email Marketing....

I want to know from seasoned copywriters out there, if any of you specialize in writing emails. If so, do you think emails are still king when it comes to direct response selling?
#email #future #marketing #specialize
  • Profile picture of the author Raydal
    Of course you can. You will be able to get more gigs writing
    emails than you would for a sales letter because the demand
    is greater. If you also write great emails then you can also
    upsell to the full-blown sales letter.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author webrankingservices
    Banned
    Huge scope available. Copy writing is a big art. I would love to see your work, maybe we could work together
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    • Profile picture of the author Jeremey
      Can you tell us more about why you think you should specialize in emails? What's the reason for picking out email writing versus other areas of copy?
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  • Profile picture of the author MadHattie123
    Originally Posted by fated82 View Post

    ... do you think emails are still king when it comes to direct response selling?
    From the perspective of the web marketer, email and autoresponders remain at the top of the list for ROI. That's the primary hook for those specializing in it for their niche.

    If you love short form copywriting, go for it!
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  • Profile picture of the author deezn
    Dan Kennedy loves to stress vertical marketing. You don't have to limit yourself to a specific niche, but your marketing should be limited to niches.

    He got on a call with a legal marketer, and they address lawyers who have 10 different practice areas. How do you develop marketing pieces when you have 10 different practice areas? You can't.

    So you have to split the niches into different groups, and develop marketing pieces based on that particular niche. After you develop the relationship, you then introduce the other specialties, with an "Oh by the way."

    That way, when a potential client finds you, they think, this is the guy. He is the email copywriting guy. This website is all about email copywriting.

    Once they're hooked into your ecosystem, then you tell them about your other specialties.
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  • Profile picture of the author Mark Pescetti
    Email marketing is the future of any business.

    Period.

    It's always a great place to specialize.

    I personally love writing solo emails more than sales letters.

    Mark
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  • Profile picture of the author shawnlebrun
    I think email copywriting is a niche that will continue to grow and need good copywriters.

    When you think about it, email is something that most companies use every single day... and they need fresh content for it.

    A sales letter, once it's written, usually won't change (major marketers will always be split testing trying to find a new winning letter)

    I second Ben Settle's Email Players... if you go to Amazon, you'll see a few of Ben's email programs.

    I believe it was Jay White I've seen here on the forum a while back? He specializes in writing email copy.

    but yes, take it from someone who writes a ton of emails for clients... it's a market with great demand.
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  • Profile picture of the author wvcopywriter
    I specialize in writing email copy part time and I do pretty good.
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    Don't have the time to write emails that will get opened, read and your reader to take action then leave me a message. I will get back to you within 48 hrs.

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  • Profile picture of the author joaquin112
    Well, e-mail has been around for decades. Despite the social media buzz, e-mail marketing remains strong and is getting stronger. Neither Facebook nor Twitter will replace e-mail and it's unlikely that any technology in the foreseeable future will replace it. I think it's a great bet to study e-mail marketing and to get better and better at it. Personally, around 60% of my income is derived from internet marketing, and growing.
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  • Profile picture of the author DanteRomero
    I've known plenty of guys who specialize in it. You definitely can, sir. and along those lines, I highly recommend the book/course "autoresponder madness" an excellent resource on that topic.
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    "Perfection isn't important. Improvement is."

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  • Profile picture of the author farary7
    If that's what you're great at, it's what you should do. A word of caution though - once you've written some great emails your client is likely to ask you if you can write sales letters, web copy or other content. You need to prepared with a response if you don't offer those services.
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  • Profile picture of the author Mark Pescetti
    Originally Posted by fated82 View Post

    I want to know from seasoned copywriters out there, if any of you specialize in writing emails. If so, do you think emails are still king when it comes to direct response selling?
    Hey Fated!

    So I got inspired (PDF is attached.)

    I just sat down and wrote a quick sales letter that I'm thinking about putting it up.

    I'll post some results if I do.
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  • Profile picture of the author Steve Hill
    While at the Carlton/Dahl Action Seminar in San Diego, I had a very interesting conversation with Brian Johnson from Enterprises LLC.

    Brian had presented an excellent seminar on business cycles, and one of the many takeaways was the importance of automating lead conversion campaigns and email marketing campaigns. This step typically resulted in 200% great conversion rates in the companies they worked with, and also freed up company resources to focus on other areas.

    In discussing it further, it was apparent this was an area where significant improvements could be made for many companies. Even if we ignore the proven conversion benefits of dynamic content and targeted emotional appeals based on market segmentation, automation alone could bring huge gains for some of these companies.

    There is clearly a market for e-mail specialists that can develop and implement entire automated e-mail marketing strategies, and Brian confirmed that some people specialized in exactly that.

    I'm not talking about simple linear auto-responder chains, but rather, entire processes involving integration of multiple entry points, finite limited chains, evergreen chains, specialty chains, cold chains, warm chains, hot chains, personalized chains, everything in between, and across multiple product lines.

    And, of course, there is a need for comprehensive tracking and metrics to know which sequences are performing the best and why, plus subsequent A/B testing and tinkering, covering everything including headlines, content, length, emotional appeals used, delivery days, delivery times, etc.

    I'm not even going to address social media and video marketing here, but those are other venues that can provide focused interaction points with e-mail marketing strategies. There is also the entire back end to consider, meaning what happens when someone reaches out from one of those strategies? Customers will be expecting a smooth process throughout the life cycle of that customer.

    Clearly mastering all of this is going to take a bit of know-how across many fields. Chaperon's Autoresponder Madness is a good start, and some say Ben Settle is a good resource too, although I haven't subscribed to his newsletter. Mastering analytics and A/B testing are separate ever-changing issues. Hubspot has some good resources, and there are some excellent analytics books available too. And of course, excellent copywriting skills are necessary as well.

    But getting back to your question - yes, it looks like e-mail marketing has a bright future, especially for those able to master complex strategies for larger companies.
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  • Profile picture of the author Jason_V
    I'm only going to slightly disagree with some people here.

    Just as people had said direct mail isn't going anywhere, I wouldn't count on email "not going anywhere."

    I just posted an article in this forum about how the response rate in direct marketing was higher, but the ROI on email was the highest. Also, direct mail response rates have declined 25% over the past 9 years.

    So, you may be thinking "he's just proving the point about email." I believe email is also on the decline. For now, you can make your hay with it. However, don't count on it as being the "in thing" forever. Email has been around since the 90's. The past few generations have been relying on texting as the main means of communication. The future will be in text marketing. I should also mention companies who do text marketing enjoy extremely high response rates. I don't have time to look up the studies, but I believe the open rates of text messages is over 80%.
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  • Profile picture of the author WeavingThoughts
    Become an entrepreneur. Hire writers who specialize in niches but not on payroll, just freelance. And just spend your time finding clients for them. You can easily make 40-90% cut based on various factors provided you don't reveal them to each other.
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    • Profile picture of the author fated82
      Thanks for all the encouraging messages. I have spoken to my colleague and both of us agree that specializing is the best way to go forward. We are currently seen as an advertising firm, something we want to break out of and email marketing niche is the opportunity for me.

      Now it's just about slowly transiting into that space.

      Originally Posted by WeavingThoughts View Post

      Become an entrepreneur. Hire writers who specialize in niches but not on payroll, just freelance. And just spend your time finding clients for them. You can easily make 40-90% cut based on various factors provided you don't reveal them to each other.
      yes, I already began doing that. Management is in my blood. I got 3 writers and a designer now and my job is to drive leads in for them.
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  • Profile picture of the author NickSimpson
    I think copy writing in the email marketing space is just as important as any other. Some of the biggest businesses online are driven by a successful email campaign, so I would suppose there is plenty of interest here if you are looking for work. You could of course use your skills to promote your own aff product too.
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  • You can keep the general business approach of your current firm. Just start a site dedicated to email marketing and promote only that service. If you want to cross sell later, you still have the original site and infrastructure ready to go.
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author Velant
    Originally Posted by fated82 View Post

    Re: Is there a future if I specialize in email marketing?
    The short answer - there is, of course. But whichever nich you choose, you have to become an expert and constantly offer value to your subscribers in order to succeed. Building a list is another challenge of course.
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  • Profile picture of the author fated82
    Hi all,

    I want to report that though we are still been seen as an advertising firm, mosto f our projects are either email writing projects or website content projects.

    This gave me alot of confidence in going ahead with our specialization - email marketing.

    Once again, please give me your feedback about the trends on email marketing. Is there anything that has changed over the last 6 months?
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    • Originally Posted by fated82 View Post

      Hi all,

      I want to report that though we are still been seen as an advertising firm, mosto f our projects are either email writing projects or website content projects.

      This gave me alot of confidence in going ahead with our specialization - email marketing.

      Once again, please give me your feedback about the trends on email marketing. Is there anything that has changed over the last 6 months?
      How about some news from the front?

      What did you learn from specializing? What would you do differently? Did sales go up? Did you get more referrals? Do all your writers specialize in email or only some? What surprised you when you niched down to email? Is it easier to market? How do you market? etc.
      Signature
      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
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