email marketing philosophy

Return On Email

A majority of small business owners share a similar attitude about email: they don’t like it, and they don’t want to use it for marketing purposes because they don’t want to “burden” their customers with it.

The Common Misconception With Email Marketing

email marketing philosophy

Permission-Based Marketing

Permission-based marketing is a gift. We’re living in a world where we’re usually trying to avoid the bombardment of marketing messages by using a DVR, satellite radio, Netflix, and YouTube. However, when people GIVE you their name and email address in exchange for the promise of providing some sort of value (and that’s the only reason they’ll give it to you)they’re giving you permission to send them your email messages. They have essentially raised their hands and said, “Send me your advertising.” I’ll say it again: This is a gift.

Why YOU Should Keep In Touch With Your Customers With Email

Keep in touch with your customers with email because you need to keep your promise. They gave you permission because you promised something of value. “What’s in it for me?” This is what people want to know before they give you their email address. But the best reason you want to keep in touch is because you want them to remember you the next time they’re making a decision to buy whatever it is you sell. You also want them to remember you the next time a referral opportunity comes along.

Why Do People Give You Permission to Send Them Email?

I will give you 3 quick examples of the value you can provide with email messages:

  • Restaurants: When a restaurant offers their list of weekly specials and coupons, people will sign up to receive this. For the promise of a bit of a discount, customers will open their email inbox to you and you’ll have a better chance of getting them to come back more frequently.
  • Plumbers-Electricians-Massage Therapists: These and service companies of all kinds should create their own email newsletter and offer it to their customers. Plumbers and electricians can provide ONE home safety tip, or ONE home security tip, or ONE home energy-saving tip. Keeping in touch 1/month is the right amount.
  • Massage Therapists, Personal Trainers, or Health Food Stores: These businesses can all provide health-related tips.

Keep in touch to maintain top-of-mind position with your customers. Provide good and valuable information because it positions you as an expert.

Tip: Consider teaming up with a non-competitive business who serves a similar clientele so you can share ideas and cross-promote.

“But less than 1/2 of the customers open our email.”

This is an image of one of our client’s email messages as it appears in my inbox. This independent health foods and supplements retailer has huge competition. They send out informational emails frequently to both inform their customers and promote products. If the subject line of an email doesn’t strike a cord with the recipient, they will simply ignore it or delete it, which is fine. The message is still effective in keeping the retailer in top-of mind position and a trusted authority.

The average email open rate is under 30%. Do you think that’s bad? It’s not! It’s a lot better than most other forms of media, plus here’s something else about email you may have never considered: the name of the sender and the subject line get seen by MOST of the email recipients. Even though they don’t consume the entire email message, you have still reminded them you exist, and you’re keeping in touch as promised.

Making a Commitment to Email Marketing

Sending a weekly or bi-weekly commitment to email marketing is a big one. Although a great portion of email marketing can be automated, it still requires planning, writing, and a little bit of creativity.

Friends, keeping in touch with your customers pays big dividends and I highly encourage it.

If you need any help with setting up an email marketing system for your business, CLICK HERE to start the conversation.




About the Author Andrew Mazer

Andrew Mazer, Founder of Mazer Wholesale, Inc. established since 1986. In 1996, I began marketing my wholesale business online. In 2009, I began helping other business owners market THEIR business online. I am the author of The Business Owner's Guide to Marketing Online, The Groupon Solution, and The One Good Idea Newsletter. Contact me at

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