Customer Spotlight: For the Love of Email

Online dating diva, Hadley Finch loves using email marketing to help others find a perfect match! She’s dedicated the last 12 years of her life to helping people negotiate the often intimidating world of online dating and has employed email marketing to build strong relationships with her customers as they search for their own perfect relationships. How has Hadley used email to give Cupid a little help?

We swapped the GetResponse customer spotlight for some candlelight and asked Hadley a few questions about how email marketing works for her.

 

Can you tell us a little about your business and your experience using email marketing?

I am the founder of TribeOfSingles.com dating site where elite singles meet. I personally guide your love quest and help you choose your perfect match with dating and relationship advice that you receive in audios, videos and articles. I use GetResponse follow-up messages to send “Great Love Tips” several times each to our community of positive, successful singles seeking great love.

 

 

Tell us about the success you’ve experienced as a result of using GetResponse.

I gained 1000 subscribers the first week I began a joint venture referral partnership with selfgrowth.com who recommended single men and women download my free report at www.IFindLoveFast.com. Now I am using the GetResponse follow-up system to stay in touch with these new subscribers, give them great love advice and inspire them to take a free look around my dating site as my guest. Ideally, they will become a member of TribeOfSingles.com until they find great love.

 

Why is email so important to your business as a marketing channel?

Sending great information via email is a great way to build a positive relationship with people, who begin to know, like and trust you through each email. This builds a solid foundation for working together to solve their problem or help them reach their desired goals.

 

What is the biggest mistake people make in email marketing and how can it be avoided?

Studies show that it often takes 13 “touches” (emails) before people pay attention to you or your offer. This is why it’s important to create follow-up series of 13 emails or more to build a relationship with potential clients.

 

If you could give one email marketing tip to others, what would it be?

 

Use emails to provide excellent training that transforms lives, not as a barrage of sales pitches.

 

 

Get your business in the GetResponse customer spotlight!

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  • Daniel

    “Studies show that it often takes 13 “touches” (emails) before people pay attention to you or your offer.”

    I’m really curious what research has been done on this. Do you have a link to those studies you mention, I’d like to look into this a bit more.

    Thanks

  • Jim Ducharme

    Hi Daniel,

    The general rule is that it takes 7 touches (at least that is the generally accepted number). I believe this rule hails all the way back to traditional media and advertising and I know it was something you often heard in broadcast marketing. As Hadley mentions, another number you hear sometimes is 12-13 touches. It’s become a basic rule of thumb that it takes at least a number of touches before a person either remembers your brand or actually converts.

    The origins of this go a ways back as I mentioned and is referenced likely in college marketing books and so on. A quick Google search turned up a lot of discussion and opinion about it, but no actual study — at least on page one.

    Regards,
    jim

  • Daniel

    Hey Jim,

    Thank for elaborating!

    Yeah, I think I’ve come across this during my studies, however, that was years ago. Would you say that number needs revisiting because of the different media landscape nowadays and the fast uprise of social media of the past few years? I would love to see some study on this per channel for example, because I’m sure that the average number of touches would indeed be 12-13 or even more using good ol’ billboards, but with a decent email or social media strategy in place focused on relationship building I think this number could decrease significantly, of course assuming that such a strategy is deployed with care. Online communities especially have a huge impact I think.

    Anyway, reason for me asking is that sometimes I see companies having a one-time-offer right after opting in, and a content video with a sales pitch in the welcome email. This does bring in a substantial amount of revenue, however, on a longer term I would like to find out how this influences the behavior of leads that go through a sales funnel, because their first impression was already a sales pitch.

    Cheers

    Daniel

  • Jim Ducharme

    Hi Daniel,

    You are welcome! I would say yes…to some degree. The human brain is still the human brain, but the world has changed. However, as a new parent I just read about how you have to introduce a food to a toddler at least half a dozen times before they will accept it — is there some kind of pattern here? :)

    The question is: does this model hold true in a pull marketing reality? It’s modeled around push marketing and so can it still hold true today?

    Perhaps a better analogy is the old Frogger video game. Your conversion point is the lilly pad. From that POV you can’t possibly predict the path (channels) the frog will take to dodge cars and cross the river to get to your lilly pad. The solution? A combination of tools to allow you to listen effectively and reach out effectively across multiple channels.

    The great thing about email is that it’s the one channel which effectively connects all the others — it’s a nexus.

    Regards,
    jim

  • Jim Ducharme

    Just let me add something about the new sales funnel too. It’s dramatically changed. The sales funnel is no longer a funnel so much as a jungle gym that people climb on.

    There’s nothing wrong with offering people something of value for subscribing though…in fact, people today expect something in return for their email address.

    Take a look at this video about the new sales funnel:
    http://www.marketingexperiments.com/blog/research-topics/lead-generation/flawed-marketing-sales-funnel.html