The Conversion Code, 2nd Edition

Chapter 21Expert Email Marketing Tips That Build Your Brand and Convert Leads

If you heard that email marketing was dead, find a new guru.

In fact, email beats social by 40× for customer acquisition.¹

Don't overthink this. Social and search get the leads. Email nurtures the leads. Text messages and phone calls close the leads.

Everyone thinks the cure to their online ailment is more leads. That if somehow you just continue to add leads to the top of your funnel, the middle and bottom will work themselves out somehow. Good luck with that. You need as much purpose and strategy, if not more so, to turn an internet lead into an appointment as you do capturing them in the first place.

Here's the good news. Old leads buy things, too. I promise. I can take just about any email list (like the one you probably already have or the one you now know how to grow quickly after reading Section One) and get a few appointments and sales immediately.

It isn't their fault you didn't convert them yet. It's yours. After you read what is in this chapter, there will be no excuses left for letting hundreds or thousands of leads die a slow death when there is a proven way to resuscitate them.

There is no better way to get a big spike in traffic consisting of the leads most likely to convert (anytime you want and for nearly no cost) than from a well-composed mass email. It may be more difficult than ever to break through the noise of a crowded inbox, but it is also more important that you do.

Email ...