When should you pay for email marketing

Here is the thing with email and SMS marketing…

In This Email, You Will Find:

• When should you pay for email marketing 

• I’m in Argentina

• Resources to help with your email marketing

When should you pay for email marketing 

Here is the thing with email and SMS marketing…

We are in the middle of the funnel. Your email marketing is only going to be as effective as the traffic you have coming to your website, meaning… spending money on email marketing REGULARLY… when you have no traffic… is a losing game.

So what do I mean by ‘spending money’ on email marketing and ‘regularly’?

With email marketing, there are really only two fees you will ever pay:

• The cost of the platform itself i.e. Klaviyo or Omnisend

• The cost of hiring an agency to help with your email marketing (my fees)

Now, what do I mean by ‘regularly’

When you are hiring an email marketing agency, there are two things they can, or should, be charging you for… that can be:

• Campaigns

• Automations or sign-up forms

If you do not have consistent traffic coming to your website through either ads or organic search, spending money on having someone send regular emails is probably not the best allocation of your funds. 

The reason is that, over time, your list will degrade in quality; it’s just inevitable. People will unsubscribe, they will mark you as spam… There is not much you can really do, that is just normal churn. On top of that, you can only sell so much to the same people so many times. If you are paying, say, $3k a month for someone to manage your campaigns, the efficacy of their work will naturally decrease as the list they are working with will get smaller and smaller. On top of that, you can really only sell to the same people so many times.

Now the automations or the sign-up forms are a different story.

It is worth paying for those, once, regardless of the stage of business you are in (unless you are intending on shutting it down, of course). The reason is that this is typically a one-off project-based fee, and once it’s done, if it is done right, you really shouldn’t have to pay anything after that initial fee (not including your software subscription fees, of course).

If your business doesn’t have a regular stream of traffic coming to it, you really shouldn’t be paying anyone to ‘manage’ your email marketing consistently because the long-term return on that will only go down.

For your email marketing, only spend money regularly if you have consistent traffic which you can capitalise on with a good email marketing strategy.

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I’m in Argentina

I’ll admit, this is not the best lighting, but I wanted to share what I am up to!

I talk a lot about the importance of in-person networking and just general meetings… which is funny coming from an email marketer who specialises in the opposite of that.

In saying that, though, I stand by my word. I think one of the most effective ways to grow a following, to build a team, and to do business is through meeting people in person.

For the next two weeks, I will be in Buenos Aires working alongside my team in person.

The only reason I am doing this is to deepen the connection both my team feels to In-box and my connection to them.

In the agency world, I think this gets missed all too often. There is an overemphasis on the ‘most effective way to reach the largest number of people at the quickest and cheapest rate possible.’ This in my mind, makes the in-person connections that much more effective.

When everyone tries to find an AI ‘solution’ to human connection, the tried and true in-person conversion stands the test of time.

My Referral Program

Resources to help with your email marketing

 Check out some of the guides I put together:

• Master outline of every flow of an e-commerce business needs: click here

• ChatGPT prompts for 6 automations: click here

• Editable design files that you can copy and paste for your own business/agency: click here

• Make more profit with your next email sale: click here

• My strategy for making money as a consultant: click here

• 639 different swipe files for email and sign-up forms: click here

Thanks for tuning in!

 Cheers,

Gavin