The email marketing freezing point is less than 2 degrees

8 Jan

I know what you may be thinking, you’re in Arizona talking about freezing point…it’s only 40 degrees there….while it’s below the temperature is bone chillingly cold around the country.

wind chill 20 BELOW….yikes.

In fact I saw just this morning all 50 states in North America were below the freezing point.

It’s over 100 degrees for a majority of the year here in Phoenix so it feels like

“ 60 BELOW….100” here. [I know if you live in the mid-west, this is not at all funny]

polar-vortex-freezing-point-beardman2

Note: your Pinterest friends will LOVE you for pinning the image above

Here is how you can look at your message in terms of degrees

6 degrees of Kevin bacon email = hey guys, look at me!  if you need this…let me know

2 degrees= If you ever hear of a friend that needs to buy a home, let me know [for realtors]

1 degree = short personal, expecting a reply

Hey Dave, do you know anyone that lives in Scottsdale?

Your Best response rate RULE: Emails that are short, personal and expecting a reply as I learned from the email marketing master, Dean Jackson…who hosts the best marketing podcast on iTunes with Joe Polish, I Love Marketing.

content has value

context is 100 times more important than value

You’re trying to get the attention of someone we’re getting email overload today, just like our social media streams…it’s not just about blasting out content, it’s important to give context so people can identify the value for them.

Just adding value is like explaining how water is H2O and all the benefits it has to our body…when really the guy says, I don’t care about H2O, I just need someone that can actually get me a quality glass of water when I need it.

If value is the “water”, context is the thing that says, “Hey! thirsty guy in the desert with the blue shirt and messed up hair….here is a glass of water to quench your thirst…push this button to get your glass of water”

Here are the five steps

  • Grab attention
  • Find something in their environment to connect with them about
  • Describe who they are and their challenge
  • Tell them what you have
  • What is one simple action they can do to take the next step

I recently read and really studied Gary Vaynerchuk’s newest book Jab, Jab, Jab, Right Hook.  In there he talked about how we are flooded with information on social media that in order to get your content seen, you need to give it context…to your ideal reader.

The same is true with email marketing, except you have an advantage.

Personalization.  Nothing puts a message more into context that having it call you by name.

Give it a try; rather than your regular emails that scream “hey guys” and talk to no one in particular

send a message that is short, personalized and expecting a reply…and just like when I did this, you’ll probably see a 300% increase in responsponse.

Make your emails, as much as possible ONE degree, at the freezing point.  Where people freeze in their tracks and say in their mind, “oh, this message is for me…I am going to read this”

right now in Phoenix, AZ it’s 43 degrees.

Leave a comment below and let me know what is the temperature outside where you are now?

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