89% percent of UK brand marketers polled said email was important to their business strategies

As I mentioned in my previous blog – Email Marketing is Dead? Yeah, right! – email marketing is a powerful way to connect and communicate with people who are interested in your services.

So why do so many people say that it doesn’t work?

Well I’ve helped many business owners set up and manage their email marketing campaigns over the last few years. And I know from my own experience that people are motivated in sending out newsletters when they first set up an email marketing account, but very often lose that momentum after only a few months.

And then they complain that email marketing doesn’t work because they’re not getting any results from it.

But you’re not going to get results if you hardly send any emails out!

Because there’s one thing that’s essential if you want to start building a relationship with your ideal clients.

And that key ingredient to a successful email marketing campaign is consistency.

Carry on reading the blog below or watch the video:

Because unless you’re sending out regular emails to your subscribers, you’re not going to be able to build any kind of relationship with them.

So many business owners don’t realise how important this is when they’re planning their email marketing campaigns. They think it’s just about designing a pretty looking newsletter, adding in some content and then hoping for the best.

But I know from my own personal experience that if you’re not consistently sending out emails to your subscribers then your email marketing is never going to work effectively.

In fact, recently I had some major personal stuff going on that meant I had to put a lot of my marketing activities on the back burner. So emails didn’t get sent out and marketing tips that I’d promised my subscribers never happened (and apologies to any subscribers reading this – I’m going to make it up to you!).

Yes, I’ve let my own email marketing activities fall by the wayside and I know that when this happens and I lose momentum, my sign ups and enquiries take a massive dive.

Let’s face it, we’re all human and real life can get in the way of best laid plans, etc. The key is to make sure that you get back up and running as soon as you can. Because once you lose that momentum it can be hard to get it back – so those weeks of not sending out a newsletter can turn into months. And before you know it, your subscribers have forgotten all about you and the initial relationship that you built with them has gone down the drain.

The great benefit about using email marketing is that, unlike social media, you can communicate directly with your subscribers and share information that you know that they are interested in. But if you are only sending out emails every 3 to 4 months or less then any initial connection that you had with your subscribers will be lost.

By leaving it so long to get in contact, you will find that many people will have forgotten about you and then when they do eventually get another email from you, they’re more likely to unsubscribe from your list.

Remember that people subscribe because they are interested in what you have to offer. You are therefore wasting a major marketing opportunity by not keeping in contact with those people on a regular basis.

So my advice is that unless you are prepared to make the time and effort to send out regular emails to your subscribers then you may as well not bother with email marketing – because it isn’t going to work for you.

Now this doesn’t mean that you have to be sending out emails every day (unless you’ve got a stack of red hot content that you’ll know your subscribers will love). But you must be sending them out at least once a month – anything less than that is a waste of time.

Also, always ensure that your emails contain valuable content related to your services and aimed at your ideal client. By doing this, your contacts will start to look forward to receiving your emails and then when they are ready to buy, they will think of you first because you have spent the time building a relationship with them.

So I’m getting myself back on track with my email marketing campaigns. What about you? When was the last time you sent an email to your subscribers? I’d love to hear from you so leave any comments or feedback below.

And if you want more juicy tips to help you craft email newsletters that your subscribers want to read, download a copy of our free guide – 11 Steps to Great Email Newsletter Design – by completing your details in the form below.

About Valerie Eaton

Valerie is the founder and owner of Smart Business Marketing which specialises in providing online marketing services to entrepreneurs who want to get clear on how to get seen and get known online so they can attract their ideal clients to their business.

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