Email Marketing Reality


This video describes how you can make email work for your business.  It specifically discusses how you can make email newsletters work.

If you are wondering about open rates and statistics, this video will provide you with some of the answers you seek.

Bottom line:  Email marketing is effective if you get the topic, tone and timing right.  This video provides you with some guidance along those lines.


This is Dave Lorenzo with Valtimax Consulting. One of the questions I’m asked most often from everybody in just about every professional services field is, “Should I use email as a marketing vehicle for my practice?” Well, I will tell you that email is a powerful tool and it can work for anyone regardless of whether you’re a doctor, a lawyer, a business owner. Email can be phenomenally effective for you.

Here’s the thing. Email is best used when you do it on a regular and consistent basis. So if you’re publishing an electronic newsletter let’s say, I recommend that you do it as frequently as you possibly can perhaps on a weekly basis. That’s what we do with our newsletter at Valtimax Consulting. We publish our newsletter on a weekly basis and it comes out every single week at the same time on the same day. The advantage is that people know when to look for your information.

Now folks often say to me, “Hey, isn’t emailing somebody once a week too frequent?” I will tell you that the only concern you should have when it comes to distributing your information is whether or not the information is timely relevant and interesting. That’s what’s important – timeliness, relevance and whether or not it’s interesting to the party who’s receiving it.

You can email information to folks on a weekly basis and if it’s interesting, they’re going to open it and read it. Now many people especially when they first start out doing some type of email newsletter, will be very concerned with the open rate that’s reported by your email service provider and folks often say to me, “Hey, only 20 percent of the people who get my email are opening it and they may or may not be reading it.”

I want you to keep in mind that that 20 percent of people, those are folks who are very important to you. You’re not sending your message to thousands of people with the hope or the realistic thought that thousands of people are going to read it. You’re sending it to thousands of people knowing that your newsletter will provide relevant and timely and interesting information to the people who want it most. Those are the 20 percent of the folks who are opening it and reading it.

So the final point that I will make to you about using an email newsletter is when it comes to people who unsubscribe, you can’t be overly concerned about those folks. Depending upon how you choose to market, you will get a good deal of people unsubscribing from your email list at any given time. All that tells you is that those folks are not interested in the content that you are providing. You shouldn’t take it personally.

In fact, the point of good marketing is to polarize people so you want them to either be onboard with the content that you’re providing. They don’t have to agree with you but they have to find it interesting, informative and entertaining or you want them to say, “Nah, this isn’t for me and I’m not going to waste my time reading it,” because in reality, you don’t have to waste your time marketing to those folks who have no interest in what you have to say.

That’s a quick overview of my thoughts on email marketing and email newsletters. I want to thank those of you who’ve written in and asked this important question about email marketing because really it is a key component in the follow-up system you develop in your professional services firm.

So thanks again for watching and I look forward to seeing you next time.