You’ve had an effective lead nurturing sequence in place for a while now.

It’s converting a decent number of leads into paid sales and turning a profit.

But what about all those other people? You know the ones – they opted in and then you never heard from them again.

If you check to see how many people have ended up on this list, it’s often a much larger number than you want (or expect) to see.

What’s going on!? How did this happen? Why don’t they like me?

Before you jump to conclusions, there are several reasons a lead can go cold. It may not be about you.

For example, there’s spam folders and blasé leads (aka, normal people who are subscribed to thousands of lists). Plus, inboxes are getting more sophisticated, you don’t have to see emails unless you want to anymore. You don’t even have to get notifications from emails that aren’t real people.

I have an inbox for promotional emails (I long ago subscribed to), that set itself up automatically – I didn’t even do it. I open this once or twice a week, scroll down, open maybe three and then go back to my real inbox with emails from real people.

I honestly feel guilty about some of the companies in that promo box – I’m a happy, loyal customer to so many of them. If they were in my real inbox, I’d be more likely to read them. But they’re not so I … Read More >>

If you send a lot of email in your day-to-day business, then it’s almost inevitable that someday an email will go out that’s different than you intended it to be.

It could be a tiny mistake. Or it could be a behemoth how-the-heck-did-you-miss-that issue.

Regardless, it doesn’t have to be the end of the world. But you do need a process for quickly and reliably turning around the situation, saving face, and using it as an opportunity.

In this post I’m going to share with you three fill-in-the-blank templates that you can use to save your butt when something goes wrong.

This is a rare occasion where I will preface this resource by saying, I honestly hope you never have to use these… but if you do need to bust them out, you’ll be glad you have them.

Why Email Mistakes Happen

Before we get into the ‘remedy’, first let’s look at some of the reasons why mistakes happen in emails in the first place.

My experience is that many people don’t treat email with the same reverence that they do any other marketing campaign.

When you design a billboard you labour over the fine details for weeks on end…

When you buy ad space in a newspaper, you obsess over the slightest details to get the typesetting just right…

You get the picture.

That same attention to detail and awareness of costs (actual costs and opportunity costs) can be easily overlooked for email. And that’s precisely where problems arise.… Read More >>