Everyone Gets This Wrong About Emails...

Whenever someone says “email marketing”, most people immediately think of “retention”.

But is it really all it is?

Just a channel for retaining already acquired clients?

Well, it is a good tool for getting more repeat orders - no doubts here.

But I do think that not many businesses think of it as an acquisition channel though.

The typical funnel is something like this:

Ad → landing page → pop-up → email list → flows/campaigns → purchase.

If you remove the email part, it’d be:

Ad → landing page → purchase.

The first one will have way higher conversion rate but it will be spread out across days, weeks and months.

That’s why your pop-up should be as optimized as you can - it collects leads with some buying intent.

We don’t know how big this intent is but they expressed the interest in the product.

All you have to do is literally keep sending emails until they are ready to buy.

For some it will be hours, for some it will be weeks.

Everyone has a different conversion cycle but this is why being consistent with your emails is the way to grow your business.

I don’t know of a single case where a business would keep contacting their leads for years and lose money by doing it.

So the next time you think about emails as your marketing channel, think of it as both retention and acquisition rather than just one of these.

And if you want to know how you could maximize your email list’s potential, click here for a quick strategy session with me.

Cheers,
Konrad