Asking the right questions via Email Marketing

Are you forgetting to ask the question?

We’ve been working with a couple of fresh accounts this year, which is always great, especially at the start of the year when people are keen to try new things and all enthused about the possibilities. We love clients open to new things or new ways of doing things. But that’s not to say we don’t draw on the tried and tested – ie simply asking the right question, or indeed any question of your clients or prospects.

I am often amazed when starting to dive into the psyche of clients how people seek out information or respond to triggers. It is often an indicator for why their own marketing efforts might fall a little flat. We can’t help but respond to marketing activities through the prism of our own experiences. This is very very normal – but it is limiting for you in your own business.

Do these scenarios sound familiar?

  • Social Media doesn’t work – says the business owner who doesn’t use it themselves, or doesn’t use the platform their clients use (or doesn’t know the platform their clients use). How you view social media will colour how you might view all platforms that really are vital for your own business success.
  • My website doesn’t do anything – says the business owner who doesn’t actually look at the data of their website, doesn’t understand the data or doesn’t understand how people are looking for information. It can be confronting to think about how people might be searching for what you do, or even if they are searching for what you do online (or maybe just asking questions inside social media groups). Depending on your audience, they may not simply “Google It”. Many of your people will be, but not everyone does.
  • I don’t wont to bombard people with emails, says the business owner who currently has inbox 1 million. But here’s the thing, of all the methods of client conversion, what has some of the highest conversion rates for specific actions? Email.

If you want more sales, ask.

If you don’t have a team that can call people to ask – how can you do this? Email.

Will people unsubscribe if you send that email out – well yes, they will.

Why do you care so much about that?

Let’s assume that you are sending regular emails that contain helpful information, updates and insights to a list of people. Let’s assume that in a sequence of emails that always have a link to start a conversation and sometimes, heaven forbid, you simple just ask a question.

“I have space this week for 2 client consults, would you like to grab one of those spots?”

What’s the worst that can happen?

A few people will unsubscribe. Maybe they will. Maybe they wont.

But, do you know what will positively happen, some people will take up your offer. Why do you care so much about people unsubscribing from your lists? It’s not a reflection on you personally, it can mean many things, but you have more important things to focus on than list size!

If people don’t take action, then maybe you need to look further into why that is – Is the list tapped out? Have I not been providing relevant content to them? Is the offer not appropriate?

The thing is, you will have what is so highly prized as a business owner, information. Information that will lead you to make informed decisions. Or better yet – a conversation, an enquiry and who knows, maybe even a sale.

You’ve just got to ask the question. it’s not rocket science.

So go ahead and send that email – just press send.

If you need help with getting going, getting organised or simply getting set up – get in contact. We are email marketing agnostic (well not really true, I hate Infusionsoft!) however, it doesn’t matter the tool you use, and yes you can get smarter about it, but the main game is to share and then to ask.

Don’t forget to ask.

PS. The new clients above?

  • 19 new appointments booked and counting from 1 email campaign – translates to about $30000 in revenue, give or take a few shekels.
  • 8 5 star Google reviews to help boost local search and counting within 1 day of sending the campaign with the ask
  • oh and ourselves – 1 email, 2 meetings booked for potential consulting clients.

You just never know, if you don’t ask.


Leanne O'Sullivan

Digital Sherpa & CEO
I help businesses grow through strategic digital marketing.​ I am the founder, CEO and Digital Sherpa of Adventure Digital – a marketing agency based in regional NSW, servicing clients all over the Australian eastern seaboard. I’ve made it my life’s mission to help you grow a sustainable, enjoyable and profitable business.

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