You read all the time about the importance of sending multiple email blasts a month. Keeping in contact with your prospects, experts say, will help them remember you, even if they’re not ready to use your services at this time. Then, when they do need you, they’ll see your name in their inbox, recognize it, and pick up the phone right away.
But does this strategy really work? I can tell you first hand that it does.
There is an insurance professional who sends me emails a few times a month. I’m not sure how I got on his list, as his emails are targeted to people seeking new policies. Since I wasn’t looking for new coverage, every week I simply deleted his email unread. I could have just as easily asked to be removed from his list, but for whatever reason – whether it’s because I was too busy, or because I thought the emails might come in handy someday – I never did.
Then one week, the subject line of his email caught my attention. It was compelling and interesting, presented a different angle, and was on a topic that I happened to be struggling to find someone to write about. I read the email immediately, and replied within 10 minutes asking whether he’d like to become a contributor to ASJ. By the next day, I’d found myself a new source, and the agent had further positioned himself as an expert in his field.
So many times, concerns about flooding inboxes or the amount of time that an email campaign could take outweigh the benefits of frequent contact. But the truth is a successful enewsletter should be blasted at least twice a month – and at an absolute minimum once a month. Clients and prospects want to hear from you. They want to know what’s going on in the financial world, or get a fun bit of trivia, or a little game to brighten their day. And if they decide they don’t want those things anymore, they can opt-out of your newsletter. But more than likely they’ll simply delete it if they don’t want to read it, until the time that they don’t delete it because they need you. And there you are, in their inbox, waiting for them to pick up the phone.
There is, of course, another lesson to be had in this story, and that’s about the power of compelling subject lines. Even though the agent had been sending me quality content for months, it wasn’t until he sent me something with an attention-grabbing subject line that I sat up and paid attention. Write your subject lines well, and send emails often, and you’re bound to get a few new clients (or at least sell different products to existing clients) from your efforts.