I just got yet another invite to speak at a telesummit. I love telesummits and I teach people how to do them better, but even I bore of the stale requirements.
In the email, the host said that I had to “send 2-3 solo emails to my list” as a requirement for participating as a speaker (**roll eyes**).
Here’s the deal – email sucks.
Why? Less people are using it.
On the marketing side, some of my colleagues have done away with the full blown, HTML ezine. My pal, Shannon Cherry, recently announced that she’s no longer going to produce her colourful ezine. I knew this was coming. About a month ago while attending Nancy Marmolejo’s I Heart My Biz event, Shannon and I chatted about ezines at length one night before going to bed (not together, but yes, in the same room).
I shared with her the reasons why I did away with mine a year ago. She shared with me why she was going to kill hers. Our reasons were the same – so much effort for so little in return. I’d spend 4-hours a week pulling together content in a Word document, then sending it off to my virtual assistant to put it in the HTML template who then sent it back to me to approve.
And then my heart would sink when only 10% of my list (or less) would open it.
From the consumer standpoint, less people are reading emails. I stumbled upon a report released by The Nielsen Company which asked Americans where they spend their time online. What stood out is that Americans spend 28% less on email now compared to a year ago.
Email is still one of the top 3 heavily used Internet tools, behind online gaming and social networking, however, it is the only one in the top 3 that has seen a decline (see table below).
So, if speakers like Shannon are getting rid of their ezines…
If ezine open rates are sinking like the Titanic…
And if more Americans are spending less time reading emails…
…why do telesummit hosts and virtual event organizers insist on the 2-3 solo email blasts as a requirement for participating as speaker in their telesummit or virtual event?
That’s a stale model if I’ve ever seen one.
My question to you – what should telesummit hosts and virtual event organizers offer as an incentive instead? Dream and discuss below.
This makes myself feel better. When I started my Q&A series I was thinking this myself. So I started by announcing it on groups vs in a newsletter. I was reacting from my experience of reading email annoucements.
I don't have an answer to your question- sorry!- but I have a question for you. If email marketing is on the decline, why are bloggers insisting that one MUST do it? Do they just not know any better?
Email marketing isn't dead, so bloggers insisting that one must do it is wise advice. I'm speaking more from the standpoint where those who host and organize telesummits are using email as their sole means to get the word out about their upcoming virtual event. That's a no-no. Not only does one have to use a variety of marketing tools to get the word out about their virtual event, they also need to provide ways for joint venture partners to promote BESIDES using just email.