Is Email Worthless for Attracting Offline Clients?

by ryanjm 18 replies
I'm trying to figure out the best way to get through to offline businesses who don't seem to understand the value of being a top result on Google. A lot of people here say stuff like "tell them you'll get them more customers!" but I feel like even the most brain dead business owner should understand that if someone searches for "business + city" and they don't come up, they're losing out.

We know SEO very well (we make good money w/affiliate marketing via highly ranked sites) and getting local businesses ranked #1 is the most valuable service we can offer(we've done it already with a friend's business in very competitive local market).

Our first approach was going for other cities in the same market as the business we've already been able to make #1. We figured that would be good proof that we know what we're doing, and that it would spark interest. So far though, with perhaps 300 e-mails sent out to various cities, the crickets are chirping.

Are we really just limited to businesses in the local community and actually going to chamber of commerce meetings etc... to drum up business? What about cold calling? Do you feel like a letter or a cold call gets through to them better? It seems e-mail is just completely disregarded, even when you're offering a great service and providing proof that you know what you're doing via other businesses you've ranked well that are in other cities.

I'm thinking it may really take a cold call or an in-person meeting to convince these people...otherwise it would actually be hard to rank a local website if they all understood what they were missing out on.
#offline marketing #attracting #clients #email #offline #worthless
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  • Profile picture of the author John Pawlett
    Show me the email you sent and I will see if I can help you. I use email all the time to clients I personally don't think anythings easier.

    John
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    • Profile picture of the author Abul-Hussain
      Originally Posted by John Pawlett View Post

      Show me the email you sent and I will see if I can help you. I use email all the time to clients I personally don't think anythings easier.

      John
      John do you use generic emails or highly personalised ones?

      Don't get too much success from email myself!

      Abul
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  • Profile picture of the author Mike McAleer
    I have sent out hundreds of emails and only got a few responses but nothing really waas finalized unfortunately....

    I began to cold call and got a lot better results.
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  • Profile picture of the author Bayo
    Originally Posted by ryanjm View Post

    I'm trying to figure out the best way to get through to offline businesses who don't seem to understand the value of being a top result on Google...
    There are numerous other businesses that will be more inclined to discuss the solutions you offer be it email marketing or anything else.

    Why not focus on those ones as opposed to trying to sell to people who

    a. Don't have confirmed problems
    b. Are not looking for solutions
    c. Are not ready to pay for what you have to offer?

    It'll be a challenge to get them to buy-in to what you're offering and that's always a bad position to be in.

    I would recommend focusing on businesses that know they have challenges and are seeking solutions that you have.

    Best wishes and success

    BAYO
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  • Profile picture of the author John Pawlett
    Hi Abul

    I use a mixture in my emails, I tend to target one industry at a time, if you read my post here http://www.warriorforum.com/offline-...ered-spam.html you will see in the subject line I am very specific to their industry and area. That particular email gets an open rate of 6% which is great for a cold list.

    Hope that helps.

    John
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  • Profile picture of the author John Pawlett
    Hi Abul

    I use a mixture in my emails, I tend to target one industry at a time, if you read my post here http://www.warriorforum.com/offline-...ered-spam.html you will see in the subject line I am very specific to their industry and area. That particular email gets an open rate of 6% which is great for a cold list.

    Hope that helps.

    John
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  • Profile picture of the author Adrian John
    I'm really amazed by John's post that using email you will get good response.
    I've sent hundreds of messages(one by one, by hand = time and health consuming and just few hours of sleep but i won;t give up) and I've tried using different methods(i pitched seo, google places, mobile website and facebook custom designs, not all in the same email, i suggested them what they could do to get more customers, not selling them on the email most of the time, just giving some advices):
    1. I built them a mock up before i email.Showed it to them, explain benefits in short details. I even built hole sites
    2. I showed them their position in G and how they can reach page 1 where their competitors are(and those are the ones that gets plenty from those xxx possible customers/searches)
    3. I tried the Tim Castleman approach - the one shared here call without cold calling

    I even JV with someone in US and i pitched like i was an local company in their city sometimes using John's scripts from offlineoncrack , just looking to drum us some business, get some websites/work done out there to showcase to the community but nothing.

    How many replies do u think i got? several like take your sh*t out of here or never email me again ... and few with not interested

    I don't know how you guys say it's working cause in practice isn't that easy .
    I could talk and i could give ideas and i could build an ebook filled with ideas that "could work" but how can i sell something that i'm not getting results from, just by thinking that in theory looks awesome and it might get high responses.
    Rather than selling dreams and theory to people that are struggling like me, and i bought lots of wso's with so called rave review from "friends" , some were very good, informational speaking, but most of them .... make you wonder how can they sell this? and how are they getting those reviews? How could some review Theory and say it's working and consider it a good review? ... but enough about this ...

    I don't know but this isn't easy as you guys make it sounds.

    The best way so far seems to be meeting in person, but email? .... i don't think it's that good

    If you got any idea please share it with us !

    John i like that you are confident that we can do this by email but how?

    Could you help us a little bit?
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    • Profile picture of the author thegolfer
      Originally Posted by banditu View Post

      I'm really intrigued by John's post that using email you will get good response.
      I've sent hundreds of messages(one by one, by hand = time and health consuming and just few hours of sleep but i won;t give up) and I've tried using different methods(i pitched seo, google places, mobile website and facebook custom designs, not all in the same email, i suggested them what they could do to get more customers, not selling them on the email most of the time, just giving some advices):
      1. I built them a mock up before i email.Showed it to them, explain benefits in short details. I even built hole sites
      2. I showed them their position in G and how they can reach page 1 where their competitors are(and those are the ones that gets plenty from those xxx possible customers/searches)
      3. I tried the Tim Castleman approach - the one shared here call without cold calling

      I even JV with someone in US and i pitched like i was an local company in their city sometimes using John's scripts from offlineoncrack , just looking to drum us some business, get some websites/work done out there to showcase to the community but nothing.

      How many replies do u think i got? several like take your sh*t out of here or never email me again ... and few with not interested

      I don't know how you guys say it's working cause in practice isn't that easy .
      I could talk and i could give ideas and i could build an ebook filled with ideas that "could work" but how can i sell something that i'm not getting results from, just by thinking that in theory looks awesome and it might get high responses.
      Rather than selling dreams and theory to people that are struggling like me, and i bought lots of wso's with so called rave review from "friends" , some were very good, informational speaking, but most of them .... make you wonder how can they sell this? and how are they getting those reviews? How could some review Theory and say it's working and consider it a good review? ... but enough about this ...

      I don't know but this isn't easy as you guys make it sounds.

      The best way so far seems to be meeting in person, but email? .... i don't think it's that good

      If you got any idea please share it with us .... but not theory ... something that get's at least 1% conversion ...

      John i like that you are confident that we can do this by email but how?

      Could you help us a little bit?

      I agree, most of the money is made from people trying to sell " How to do It " courses and building it up to be the next huge market, were the business person is desperate for your help and will pay "upfront" for the services you offer. 50 letters and your phone will ring off the hook, yeah right.
      What's always missing is the "What to do "
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      • Profile picture of the author philboy uk
        I have had some success, though yesterday I received my first email accusing me of sending unsolicited email - I must admit though, I did make a mistake of believing they did not have a website.

        In an experiment, I made some quick animoto videos for businesses and forwarded the email from animoto, complete with the image of the video, had some favourable responses from this.
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  • Profile picture of the author John Pawlett
    A few quick points that may help.

    It’s great that some of you are getting emails back accusing you of spam or whatever, this means that your emails are getting opened.

    As long as you follow the guidelines in the Can-Spam act you will be ok (there is a link to the rules in a post above I made earlier.

    When you start getting hundreds a day then you are on your way to success.

    I also agree the best way is meeting someone in person, but it’s difficult to meet a 1,000 people a day.

    There are a number of things that most do wrong when sending emails out, here is a quick check list of how to do it right.

    1. Make sure your email is coming from a ‘good’ address, like info@yourbusiness.com not a hotmail address, looks unprofessional.

    2. The biggest goal you have is to get the email opened, here you have to create intrigue, asking a question gets good opening rates so does mentioning their name or occupation makes it look specific to them.

    3. Body, this is your only chance to close them. Most have the wrong mindset when sending out emails. Business people aren’t interested in Google places, websites, videos, SEO etc they are interested in more customers, don’t baffle them. Give them something of value and something to think about. Empathise with them. Finally add a call to action, this could be a link to another site or a phone number, you have to make them do something or it’s all for nothing.

    4. Footer. Make sure you comply with can-spam

    Example: Going out to Electricians

    Subject: Which Electrician in your area gets the most customers?

    Body: Which Electrician in your area gets the most customers?

    If that’s you then please read no further, if not read on.

    The markets tough at the moment but some electricians are getting loads more work than others!

    Ok maybe that’s not fair but the rules have changed, did you know that 95% of people now search online when looking for an electrician rather than picking up the yellow pages or local rag.

    The guys that are getting more customers know this, if you want your share or more, then phone me, John on number and I will let you into a few secrets on how they do it!
    By the way the advice is free.

    Footer: Can-spam regs.

    A quick email that took less than 5 minutes to write, not selling them anything but getting their interest and a call to action. I know it’s not perfect but I hope you get the idea.

    The main thing you have to remember is that it’s a numbers game, sending 10 – 100 emails is not enough, you should be aiming for 500 – 1,000 a day. Once you know how to do it it’s only 30mins work.

    Finally I do have a WSO coming out soon :-) on email marketing but I actually make my money email marketing.

    Hope that helps

    John
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  • Profile picture of the author Ashley Wright
    What subject line are you using? You have to remember if that does not stand out then it does not matter what the rest of the email is about - as 9 times out of 10 it won't get read...
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  • Profile picture of the author Adrian John
    Thanks John for the tips and for explaining all in details.

    I followed most of those rules.My emails are being opened as i track them through spypig,a service that someone mentioned in another post.From 100 emails almost 60% are opened.

    I'm using as a subject "Your website" or "Your Facebook fan page" or something along these lines.

    I'm emailing them from name@mydomain.com and i'm doing it through gmail (I added account and smtp there) as i found easier to do that and i'm checking it daily.

    I'm not using the "Footer: Can-spam regs." but i will be doing from now on.

    I can send about 100 emails per day cause i have other things to do in my daily life, 9-5 job and family to take care.I'm not from US so i can't meet them in person, i'm trying to close over email/phone(us toll free) and receive payments throught merchants acc by Paypal or MoneyBookers.

    I send the emails one by one, customizing 2,3 things on it (as subject,links in body etc).

    I would love to know how to send 500-1000 emails daily and that's what will maybe boost my response rate and i could close some of them.I will look into some email programs that takes data from a file, arranged in columns like: owner's name, email addresses, links which will replace some tokens in the email soft.
    About compiling the lists to email i think the best way is to hire somebody at odesk to do it for me in the way i want it but first since i have few money to invest right now i'll be doing it myself until i get my first payments and projects completed.

    I'll continue doing what i'm doing for the moment but if you guys have any other suggestions i am grateful.
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  • Profile picture of the author nazee
    cold cals and in person meeting are better tools to convince these cooooooooooooooooold customers.
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  • Profile picture of the author John Pawlett
    Banditu

    Your opening rate is quite good considering your subject lines, mentioning their website or fanpage 'should' turn them off most businesses get hundreds a day from SEO companies trying to sell them.
    Try and be more creative in your subject lines.

    To me spypig looks awful try Best Free Email Tracking Service - Get Your Sent Email Read Notification. it's free and more professional.

    John
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  • Profile picture of the author Ashley Wright
    To me spypig looks awful try Best Free Email Tracking Service - Get Your Sent Email Read Notification. it's free and more professional.
    Cheers for that John total forgot what it was called been looking for agess for that

    It is all about test test and test and I think you have to test all aspects.

    Something that works very well for mew is not too much text, but a short 2-3min video in the email which explains all.

    Something different to the emails that they are currently getting each and everyday!

    Food for thought..
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    • Profile picture of the author mikebrooks
      I thought I'd offer a little insight as someone who does not do cold emailing.

      Email is hard, like anything else.

      There is no magic bullet way to get clients raining down from out of the clear blue sky. Whatever you do, you must do it strategically and consistantly.

      I do a bunch of different things for my clients. Among the things I do, many times I am either setting up an email account for the business and or using theirs. This gives me the unique advantage of seeing my clients emails.

      If I start a campaign for a new client where they were doing nothing before, the very first result from my efforts is that we get a deluge of spam, either via email or over the phone, from offline marketers offering to help them get to number one on google. Can happen within mere hours of taking a client live.

      These people have scraped these business off of a directory probably. If they had taken the time to do a little research, they'd have seen the prospect was already doing just fine on google.

      I have one client who is number 1, 2, or 3 for about any term you can think of and gets regular leads off of his work with me. What we've noticed is that the better his business is doing online, the more email offers he gets to help him with his marketing.

      I love the ones that explain he isn't being found online. Sometimes we reply back and screw with those folks just for fun.

      Any way, the reason I mention this is to say 1: stop spamming my clients and 2: if email isn't working, you are doing a few things wrong:

      - You're getting garbage leads
      - You're targeting the wrong client
      - You're not saying anything any different than the gazillion other offline marketers they will here from with the exact same nonsense message.
      -You're listening to too many gurus that make it sound like you should push some button and make $3,000 a day.
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  • Profile picture of the author Bruce NewMedia
    Email just never worked for me, though I admit I didn't try it very hard.

    John's suggestions above sound like a good start. I just feel email is so easy to ignore,and I know businesses often don't even check their email as often as we do. ...and when they do, can you imagine how many solicitations have piled up? I send clients email they have REQUESTED and it takes them forever to get around to opening it!

    Just as an aside, my best approach, that I use all the time, is short letters. I also use postcards. But in both cases they are highly targeted. So targeted that I can often get maybe 2 replies/calls/inquiries out of ten letters. Also, the message and offer is highly targeted, so I'm not sending some rather generic broadcast letter to all kinds of niches.

    You might want to try picking the absolute best, most likely prospects for your SEO service, and sending them an almost personalized letter, specific to their industry, their market location, their most common problems, their fears etc.
    _____
    Bruce
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    • Profile picture of the author ryanjm
      Originally Posted by John Pawlett View Post

      A few quick points that may help.

      The main thing you have to remember is that it’s a numbers game, sending 10 – 100 emails is not enough, you should be aiming for 500 – 1,000 a day. Once you know how to do it it’s only 30mins work.

      John
      Thanks for the tips and info about volume of emails. I guess in my own mind my offer was so good and my experience so spot on that I was thinking something like 1 in 50 would convert. I'm not emailing random people, I specifically targeted a particular industry. But I see that I really need to step up the email volume and also add a little bit of intrigue.

      Originally Posted by brucerby View Post


      You might want to try picking the absolute best, most likely prospects for your SEO service, and sending them an almost personalized letter, specific to their industry, their market location, their most common problems, their fears etc.
      _____
      Bruce
      Yes, the last part is exactly what I need to do, and just scale it up. We actually have one fantastic deal just about wrapped up (he told me to send contract over) after around 200-300 emails, so I should probably take some of what I said back...however it only worked because this is by far our strongest business type to go after. Look at what we already had going for us:

      1) Father is in this business
      2) We got his site to #1, and his business is a competitive market with very large per sale $.

      So we did a little 'success story' within the email and that's what got this client interested. He's not even in our city, just an e-mail to another city.

      The problem with the other e-mails we were sending out is that we limited ourselves to just our own city, and only particular professions. That meant that after 50 emails or so, we were kinda tapped out with prospects to sell our services to (we were trying to rent sites already set up and ranking well). It probably takes a more professional approach to sell these people, so I'm hoping letters do the trick.
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