This Is Why No One Opens Your Emails
When was the last time you actually looked forward to an email from a business?
Most don’t and that’s exactly why people think email marketing is dead.
But the data says the opposite. According to the UK’s DMA, email still returns around $55–$80 AUD for every $1 spent. (Source: https://dma.org.uk/article/
So it works but there’s something else.
I was chatting with a gym owner recently who said, “We send emails every week and get nothing.” Then I looked at what they were sending.
Offer. Offer. Offer.
As Gary Vaynerchuk would say: “Right hook… right hook… right hook.” He means right hook is asking for a sale (or something) – watch him explain here. No wonder it’s not working.
Gary Vee used to talk about “jab, jab, jab, THEN a right hook.” And this still holds up, just the jab has changed.
It’s not content for the sake of content. It’s relevance.
People don’t ignore emails. They ignore emails that feel like they weren’t written for them. And I know, as when Thirsty Thursday drops, some people respond and say ‘thank you’ this timing is perfect – relevant at that time!
So before you ask, “Is it worth sending another email?” Ask yourself this: “If I were them, would I open this?”
Look at your last 10 emails and classify them: Jab or right hook? Then ask yourself is this why email marketing is NOT working for me?
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.