When Seth Godin speaks, I listen. That’s why I was so happy to hear Godin, the father of permission marketing, endorse email marketing in a big way during a recent interview.
Referring to email, the internet marketing guru said, “I think showing up in a trusted way, regularly is priceless.”
Here’s the key exchange regarding the sale of a new online course Godin offers:
Interviewer: Since we met over a decade ago, social media has gone through all kinds of transformations- Twitter, Facebook, Snapchat et al. Yet you seem to have happily and successfully ignored most of it, preferring to stick with your old trusty friends, e-mail and the blog. Less is more?
Godin: I just looked at the stats for my course. 22% of the traffic came from my blog. 74% came from email and RSS. 4% came from social media. I think showing up in a trusted way, regularly, is priceless.
Of course, I love those numbers — 74% of his sales came from email or the RSS blog for his blog. But I most love Godin’s great summary of what good email marketing is all about — showing up in a trusted way, regularly.
Two key words there: trusted and regularly.
You must establish trust with your followers by:
- Delivering valuable content while sparing them from constant, irrelevant offers.
- Honoring their desire not to be bothered with unsolicited commerical email (spam). Don’t add people to your list if they haven’t asked to subscribe.
- Keeping your promises.
If you establish trust with your followers, they will welcome regular communication from you, and they will value it. Don’t be afraid to send emails frequently if you build a list of followers who trust you.
That will lead to high conversion rates and more sales — just as Godin describes.