a study by Campaign Monitor). I could go on and on, but I only have so much space in this column, so hopefully I’ve made my point: email marketing works and the data proves it. That begs the question—why are so many small businesses not using it? The answer I hear most often from business owners that I talk to is some variation of this: I get SO MANY emails from all kinds of companies, and I hate it! The last thing I want to do is clog up my customer’s inbox with even more emails that they don’t want to get. That’s just going to annoy them and make them dislike my brand. Now, I’ve already given you a data point that proves this isn’t the case (91 percent of US adults like to receive promotional emails from companies they do business with). But let’s take a look at the deeply flawed logic of that argument on its face. The business owner who makes this statement is essentially saying that they themselves are customers of many companies who use email marketing. The fact that they are still getting emails from those companies means that they haven’t unsubscribed from whatever email lists they are on. In fact, I am willing to bet that the same business owner who makes that statement will, sometime in the next few months, knowingly sign up for another email list . So, essentially, a business owner who says they don’t want to use email marketing because they themselves get too many emails already is essentially conceding that email marketing does, in fact work— because it works on them .
The really funny part is when those same business owners tell me that they want to buy TV, radio, newspaper, or online advertising because “We see our competitor’s ads on platform XYZ, so shouldn’t we be there also?” What they’re essentially saying is that they want to buy expensive advertising because they’ve seen other businesses doing it…while at the same time saying they don’t want to do email marketing (which, by comparison, is practically free) because too many other businesses are doing it. When I bring up this point, the next response (or should I say, excuse) from the business owner is that they “never open emails” they get from other companies. I’m sure that they think this is true, but it isn’t. They do open emails they get from companies they do business with. In many cases, I know this for a fact because they are on my email list and have opened my emails. The bottom line is this: there is no valid reason for you, as a business owner, not to be using email marketing. I suspect the real reason most businesses aren’t using this tactic is because they are so disorganized that they don’t have a system for collecting email addresses from their customers, and even if they do they don’t have time to do anything with it. There is a very simple solution to that problem: hire me to do it for you. For less than $200 a month, I can get you started with email marketing so that you can stop making excuses and start reaping the benefits of this valuable and still-underutilized marketing tactic.
“We have worked with Kevin Jordan on a number of projects over the years for client work and he has been incredible to work with. He takes the time to really understand our client's needs, messaging, and story. He is reliable and a huge asset to our network.” -Sara Nay, Duct Tape Marketing
“ Kevin is one of the few marketers that I really trust. He is committed to marketing as a process. And, he gets results for his clients. Highly recommended .” Dean Heasly, Nashville Marketing Systems
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