Posts

promotional email

What’s Old is New Again! – The Case for Using Promotional Email in 2019

In the fashion world, it seems like a lot of clothes that I grew up with are becoming popular again. Just the other day, I saw a girl at the movies that looked like she was straight from 1989. From a distance, you could tell she had Jessie Spano hair. But as my wife and I got closer, we realized that not only did she have the hair, but under her coat, she was wearing a white turtleneck and overalls.

I’m not really into the whole hipster scene, but is this a thing that us 30 somethings are just not aware of? I know when I was going to school, popped collars and wearing polos on top of long sleeved shirts was a thing. However, I can’t say I would suggest going back to that look. And to add to that, I never expected to see leggings or denim as items that would make a comeback!

It seems that what was once old is new again.

Business has Cycles, too!

In that same vein, I’ve noticed that business has its own set of cycles. For instance, in the 90’s, Walmart started taking off because of a few reasons:

  • They had everything.
  • You always knew you were getting the best price.
  • You get in and get out without hassle of sales people.
  • Because of all the above, you save time.

Today, however, there has been a shift back to a service centric model. There are many more specialty stores and boutiques opening up because there are certain things you don’t get at the big box stores.

Big box stores like Walmart seem to cater to everyone. They do this by having everything but not many options of one particular thing.

Take grocery shopping for example. Trader Joe’s or Whole Foods have a completely different vibe to them than the larger chains like Walmart and Meijer. For one, you have a lot more options in specific items.

But on top of that, help is fairly easy to find if you’re looking for something in particular. Not only that, but when I talk to people who work at these places, they seem to be a bit more educated in the products that are available.

When choosing between one or the other, it’s really a choice of customer service vs time/money. If expertise, help, and friendliness are things you care about, you’ll probably go to a specialty store. If being frugal is your thing – then Walmart might still be your choice.

Return of the Main Open Source Marketing Medium: Email

promotional email
Remember these words in the AOL days?

This month, I have a focus to figure out what’s going to be big and different in 2019. One of those things, I’ve realized, is marketing.

When it comes to marketing, which is important for any creator, we feel it necessary to be on social media all the time – posting and interacting with our base there.

It would certainly seem that this is the best way to get our voice out there in 2019. That’s where all the eyeballs are, right?

But how effective is this really? And is our message getting out to those who follow us?

Add to that this question – with all that’s been going down recently with privacy, should we continue to trust these large online companies with our information?

As these questions gain more attention, people are starting to wonder what the next big way of getting the word out is going to be.

And after reading this article over at the Wall Street Journal, I think the writing is on the wall.

One point that the article brings up is this question. Would you rather have your voice going out to 1000 or 10,000 people who have opted in your emails? Or would you rather have 100,000 followers on Instagram or Facebook?

Email Allows Deeper Connections

For me, the answer is simple. Email has an ability to not only allow us to reach all of our followers, but it allows us to connect with them in ways that not many utilize social media for.

In my recent chat with Avi Arya, one of the things he spoke about that he remembers having great success was when he personalized his emails to people he was marketing to. In fact, he would create a handful of videos to particular people each day.

This was back in the late 90’s when it took several hours to download one 3-5 minute song. It would take one of his assistants all night to upload these videos.


But it blew people away and made him well known in his industry.

In email marketing we can tailor our message to fit the size of audience we’re addressing and be direct. In social, we can’t do that. It’s a numbers game.

Action Steps

So at this point you might be wonder, ok, what do I do with this information? People just don’t willingly give up their emails today like they might have even a handful of years ago. They don’t want to add one more thing to their inbox which is more than likely already cluttered.

So how do you get over that hump?

The answer is not new by any means.

We simply need to add awesome value for their email. Like last week, below is a video from Pat sharing what he’s learned on this topic over the years. It should give you some great ideas in what you can offer.