If business is slow, don’t sit twiddling your thumbs waiting for the figurative telephone to ring, Listen to your gut for what would be good for your clients in this economy. Using your database, create your own activity. Activity Equals Success.
Let me give you a personal example. Last winter was going to be an exceptionally quiet one for business. While dropping the kids off at school at 8:25, I thought to myself “Why don’t I run some database marketing workshops around New Zealand and Australia By 9:35 I had segregated out my New Zealand and Australian newsletter subscribers, wrote a simple two paragraph plain text email to each group. I asked them to reply only if they were VERY interested in attending. A flood of over 700 emails had just arrived. Now two months later I conducted 14 workshops for 410 individuals, generated four speaking engagements and sold a lot of books. Let’s look at the aspects of this marketing campaign in relation to this economic climate.
This entire exercise was marketed solely though my newsletter database. With the help of my readers, it was spread though their sphere of influence.
Why burn the goodwill of your list by sending people in the UK, Spain, Brazil or Florida an email about an Australasian workshop? After the initial send, the communication continued primarily with those whom had expressed interest rather than the whole database.
From my initial idea in the car through to the final targeted execution and distribution of over 10,000 emails – only one hour had elapsed.
The outlay was purely my time and that of an assistant helping with faxed forms and invoicing/receipts.
It was simply plain text paragraphs. In fact I am 100% positive that the simplicity not only helped the email get through spam filters, it also was easy to digest and act on immediately.