One of the best assets for your long term business, is getting a person’s email id. Once you have that you can keep educating them, to someday come to test your products or services.
However as time has passed, people have become more and more reluctant to give away their email. So while sending emails is cheap, the costly part is that people have become “blind” to emails being thrown at them. In that manner, email marketing has become more expensive because it’s lost its ability to immediately get you attention.
Which means people have become resistant to the idea of giving away their emails. So until you have isolated your audience very clearly – the single target market – and created something which that specific audience desires, you won’t get people wanting it. And if people don’t want it, they won’t give their email ids.
So understanding the conversation which could go on in the mind of your prospect, due to which she may want to look at what you are talking about, becomes critical. And you can only get this by testing. While I have written so many blog posts on this topic, at the end of the day, until I test and see a response, I am not sure if what I have built will generate leads ( or get email ids) Sometimes what I think the customer may be looking at bombs completely. This is primarily because marketing is 50% psychology and you cannot always get the psychology of your audience right the first time.
Once something starts generating results, then you can go out and and invest your complete budget into the campaign, to get the emails, but till then, test with limited exposure and figure out what works and what doesn’t.
Till next time then….keep testing.