The conversation around how to get people to open, click, and convert on marketing and sales emails has been intense for almost two decades.
Some people swear by short emails. Others see success from emailing lengthy stories that build trust and relationships. You can also find studies that tout both approaches.
So, what are small marketing teams supposed to do?
Let's start by acknowledging two things...
The truth is that it depends on many factors, such as:
In the latest episode of the Small Marketing Teams podcast, I break down two long emails of similar length to prove that this discussion should not just be able wordcount.
I give your small marketing team a lens in which to view your email marketing strategy that highlights when to use short emails, medium-length emails, and long-form email copy.
There is an organization near Phoenix called Feed My Starving Children. They package up meals and send them to starving and malnourished children in places all over the world.
Last weekend, I had the opportunity to participate in a Feed My Starving Children event at a local church.
There were 40 tables. There were 10 to 20 people at each table. Together, we packed 34,000 meals for these kids in 90 minutes. That’s enough to feed 93 kids for an entire year.
That was one of three sessions planned for Friday night and Saturday morning. The goal was to pack over 100,000 meals between the three sessions.
What can small marketing teams, who are always trying to do more with less, learn from this type of system?
This experience with Feed My Starving Children gave me insight into how small marketing teams, like you, can get more done with limited resources and take on and beat companies four, five, six times your size.
In this episode of the Small Marketing Team podcast, I walk through 5 micro-system that you can begin implementing this week to help you move from slow linear processes to a well-oiled machine.
I don't get paid to set up basic marketing and sales automation. If that is what you are looking for, then I don't want your money.
In fact, you shouldn't pay anyone to set up basic workflows.
You or a member of your team should take an enter-level class from HubSpot or your marketing platform so that you can do it yourself.
It is that simple.
However, here is the thing that most people get wrong in how they view marketing and sales automation...
It takes a novice to set up basic and some mid-level business automation.
It takes a ninja to set up automation that takes into account all of your existing data objects, processes, and automation flows.
Getting expert help with marketing and sales automation is not about knowing the tools to set up a workflow.
It is about working with someone who can understand how automation will, won't, and can impact everything else you have done in your marketing platform and CRM.
Why, when I introduce myself to someone in a networking situation, do I try to not to use the term “marketing?”
Marketing has a bad reputation.
People don’t trust marketer. Marketing conjures feelings of manipulation.
Despite the rise of helpful, educational, valuable content marketing, marketing still has a credibility problem.
While marketing automation software can revolutionize the way your business gets found, generates leads, and brings those leads down the funnel, it is often met with skepticism.
While marketers know the value of marketing automation, I’m afraid that getting buy-in is always going to be an uphill battle.
Ready for the good news?
Inside many marketing automation platforms lies a multi-million dollar secret that many marketers and most executives don’t know about.
It has been way too long since I published a podcast episode for you. That ends today! I'm back and excited to bring you fresh tips for growing your business - even if you are not a well-funded start-up or household name brand.
Over the past year, I dug deep into how marketing is changing. If you are experimenting with these shifts, then you will be well ahead of most companies - big and small - that ignore them.
In this episode, I give you six areas to focus on in 2019 that will help you make the most of these trends in how people find and buy from companies like yours.