We are often approached by the new email marketer who wants to try-it-once-and-see-if-it works. On average a salesman has to connect with a prospect 6-10 times to reach a sale. How can a once-off email then do the job?
In “Long Tale” marketing (not a typo) the point is made that the long tale is the never-ending-story you tell your prospects and your customers. The difficult part is getting a targeted database of people who would be interested in what you have to sell. The overlooked part is where you waste all that effort and cost, because you forget to keep telling your story. Almost all the goodness of emarketing comes not from the big announcement, but from the long tale.
It’s a process, not an event. And if you do it well, your viewers will be happy to hear from you until they have made a buying decision, sometimes 12 – 18 months down the line. If you get it wrong, they will unsubscribe. It’s that simple.
It’s not a quick fix. And there are no shortcuts to the market.