How to market by email (NOT)


I got an email this morning from a guy trying to sell me his Internet marketing services. You’ve probably seen emails like this a thousand times.

The subject says, “Schedule call”. The email starts, “Are you getting the most out of your Internet marketing efforts? More than 80% of businesses and consumers research products and services online before making a purchase, creating a massive opportunity from an effective campaign.”

Blah blah blah. Yada yada yada.

He goes on to tell me how great his company is and asks to schedule 30 minutes on the phone to tell me what they can do for me.

Now if this guy knew ANYthing about Internet marketing, he would not be doing this. This is NOT how to market by email.

Yeah, I know, he wouldn’t do it if it wasn’t working. Lucky for him, there are plenty of people who know even less than he does about marketing and if he sends enough of these emails, he will get some business. But not nearly as much as he could if he was doing things the right way.

I’m not being critical of his email because it arrived unsolicited. I don’t get bent out of shape when I receive unsolicited email. But. . . don’t subscribe me to your list without my permission and make me DO something to get off of it. So guess what this idiot did?

Oh no you didn’t! (Yes, he did.)

So. . . instead of simply deleting his email and parting friends, after I unsubscribed, I clicked and identified the email as SPAM. As others do the same, eventually none of his emails will get through to anyone’s inbox.

As I say, this dumb bastard doesn’t know anything about Internet marketing.

But the problem with the email isn’t that it arrived unsolicited. The problem is that the email is a stinker.

It should be blindfolded and executed by firing squad.

You don’t need to see the entire email. All you need to know is that it’s all about the company and not. . . about ME.

There are some bullet points that attempt to suggest benefits: “Maximizing social media for business development,” and “Ensuring your website stays up-to-date on search engine. . .”.


Boring. Weak. Trite.

Stuff we’ve seen so often our eyes glaze over.

And I don’t want to “maximize social media for business development”. I want clients. I want people to hire me and pay me. I want more people to find me and sign up for my list so that more people will hire me and pay me.

Okay, what is he offering? Even a poorly written email can be effective with a strong offer.

Hmm, . . a 30 minute phone call. . . so he can try to sell me something. . . yeah, thanks but I’m just going to have to pass.

Even if I liked his email, it’s too soon in our “relationship” to close for a phone call.

What could he have offered that might have gotten me to click?

Information. A report, for example, with tips and advice about how I could beef up my Internet marketing, get more traffic, more sign ups, and more clients.

I might have at least taken a look.

If the report delivered good information, I might have been open to learning more about his company and what he can do for me.

Most lawyers aren’t going to send out unsolicited emails. But if you do, that’s how to do it. The same goes for your ads, speeches, and articles. Or when you are networking.

Don’t talk about yourself. Don’t go for the close the first time you communicate. Talk about the prospect. Offer information.

Let the information demonstrate your knowledge and experience and sell the reader on hiring you or taking the next step.

There. Now you know more about Internet marketing than this guy. Please don’t subscribe me to your list.

Need help with Internet marketing? This shows you what to do and how to do it.