Email newsletters are generally considered to be a highly effective marketing channel. However, traditional marketing misses opportunities that incorporating Sandler concepts can help with.
Here are a few ways to incorporate Sandler concepts into marketing with an email newsletter.
OK, Not-OK
Does the visual look of your newsletter match the visual look of your website? Is the look and feel consistent from newsletter to newsletter? Do your newsletters use an image that matches an image on the page you want your reader to click through to?
If those visual cues are inconsistent, it can make your newsletter subscribers feel Not-OK. Consistent visuals, branding, and even wording helps them avoid that Not-OK feeling.
Keep a similar format from newsletter to newsletter, and from your newsletter to any website they are clicking through to.
People subscribe for their reasons, not yours
Sure, you know why you want someone to read your email newsletter: You want them to buy from you! But they're typically not subscribing because they want to be sold.
Your email newsletter should provide valuable information that can help start a conversation with your ideal prospect. Being promotional occasionally is okay. But being overly promotional will turn prospects off.
Sandler Rule #46: There is No Such Thing as a Good Try
Thinking of trying an email newsletter? Stop being so wishy-washy!
If you're going to put out an email newsletter, commit to a specific frequency and length of time. Allocate resources, whether that's time, money, or manpower. Plan ahead, blocking out time in your calendar to work on it.
Yes, you should reevaluate whether it's an effective use of resources from time to time. But decide ahead of time when you're going to do that. Don't just quit just because it's challenging to do on a consistent basis.
Sandler Rule #42: A Winner has Alternatives, A Loser Puts All His Eggs in One Basket
Sure, an email newsletter can be an effective marketing channel. But if that's the only ongoing marketing activity, you're putting all your eggs in one basket.
Naturally, you shouldn't—and couldn't—do every marketing activity available to you. But prioritize in terms of estimated ROI for your time, energy, and money. Then, pick the most effective marketing channels, and stick to them!
About the Authors
Mike Crandall
Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.
He's also the owner of Sandler Training Oklahoma, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.
Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.
Tim Priebe
Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.
Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."
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