This is a true story.
Yesterday, I attended a Chamber of Commerce luncheon and sat next to "Tom" (not his real name).
"Tom" has been using email marketing for awhile.
He said to me, "Ken, I send emails out on a regular basis, but I am not sure it's working.
His business is one in which he creates videos for use by attorneys to tell a client's story.
Tom calls them "Day in the Life" videos.
He said that he gets a good number of opens from his emails, but not many clicks, and wasn't sure that he was getting good results.
He went on to say that last week he got a call "out of the blue" from a large law firm in Tampa - and that no one from the firm is on his mailing list.
The person from the firm who called Tom said he was interested in Tom's "Day in the Life" product.
This is a great example of how email marketing works:
Someone on your list gets your email but doesn't have a need for your product or service right now
That same person gets into a conversation with someone they know
That 3rd person mentions to the person on your list that he/she needs something for their business - which happens to be your service.
The person who is on your list says, "I know someone who can help you" and forwards your email and contact info to the 3rd party.
You get a call or email from that 3rd party - and you learn exactly what they're looking for, which you then fulfill.
Or - you get an email from someone who was a client in the past.
You haven't heard from them in awhile, and "suddenly" you do hear from them because they have continued to get your emails, and now they do need you.
Stuff like this happens all the time.
It happened to both Tom and me last week.
The moral of the story?
Keep your campaigns going.
You never know when it's going to inspire someone - a former client or a new referral - to reach out to you.
P.S. - Tom said he has 4 new client projects. Guess where they came from?
