Driving on the turnpike today, I encountered as all of us do each day, several folks who insist on driving slow in the fast lane. And as I sat in my car driving I asked myself, “are you FREAKIN’ kidding me with this?” on the inside. On the outside, I was more perplexed as to why people still drive 60 MPH in a fast lane on a busy highway.
Likewise, why do we still use email marketing to reach the masses, when we know it may not be the optimal solution for generating new customers? Over the last almost 20 years, email blasts have been the favorite child of marketers to try and drum up new business and prospects for their companies. I remember back in the day (early 2000’s), when you could send out a good email outreach to a few thousand folks and get literally 100’s of responses and suddenly a normal selling month turned into a great month. So much so that sales reps would be knocking on my door asking when the next blast would be. Sadly, those days are dead.
The proliferation of these cold emails including those from Prince Farquar, the billionaire who has a favor to ask and just needs to have your banking info for a $1,000,000 assistance fee to deposit into your account, has ruined it for all of us.
Focusing on retail specifically and brick & mortar locations, there is a need to find a new concept in marketing outreach, because I truly believe with CAN/SPAM, GDPR and other strong regulations, email has become or is close to becoming extinct as a marketing tool. So, then what is the new frontier that is going to take over and become the new email marketing for 2018 and forward? If you ask me, I believe that it’s trending towards and is now, mobile and text messaging! Certainly, it too has rules and legalities that must be followed, but MMS and SMS are certainly the newest way to drive clients and business to your retail locations!
‘A simple text message to your 100% opt-in customer base sends 250 paying customers to your location and BOOM! you just generated $12,500 in new revenue for the day.’
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