When it comes to email, most people you know probably fall into one of two groups.

Pretty funny, right? Moreover, it’s increasingly a reality, and at first glance it would appear to present something of a challenge to business email marketing.
The email user on the left is obsessed with reaching inbox zero. That is, they will do everything in their power to make sure they never have any unread emails in their inbox. This could mean reading an email, of course, but it also means marking emails as read, deleting emails, delegating emails, and basically doing whatever they can to get their inbox under control.
The other user, meanwhile, on the right, takes the opposite approach. They’re more than happy to let hundreds, sometimes thousands of emails mount up unread in their inbox. They do open some emails, sure, but they have to really capture their attention. They have to earn that opening.
Here’s the strange thing: both groups require an almost identical approach in your email marketing strategy.
It’s As Easy As ABC
In classic sales jargon, ABC stands for Always Be Closing. It’s a strategy where the salesperson is encouraged to constantly be looking for and pressurising prospects to become customers. To close on the sale. We’ve all encountered aggressive salespeople in our lives, but as a methodology Always Be Closing is somewhat dated and often unscrupulous.
In digital marketing, and especially email marketing, I prefer to think of the ABCs another way: Always Be Connecting.

What this means is that there’s tremendous value in maintaining a strong and steady connection with a prospect without applying too much pressure — without being too aggressive, or trying to force the close.
This is especially true with email, and for best results all businesses should implement an email marketing funnel.
EMAIL MARKETING FUNNEL
This is how you might practice an ABC strategy in your general marketing.

First, you need to engage the prospect. What can you do to positively attract their attention? Next, you need to capture any relevant information – this would typically mean their personal details. Next, you need to nurture the relationship, providing value and resources, free-of-charge, to the prospect, warming them up to the idea of doing business with you. Once their appetite has been significantly whetted, you will be able to convert them into a customer. Finally – and this stage is perhaps the most critical – you need to doing everything you can to retain their business and keep them coming back for more.
In email marketing, the funnel might look like this.
EMAIL MARKETING FUNNEL
This is how you might practice an ABC strategy in your general marketing.

Social media is used to engage the prospect — perhaps by sharing tips and insights, driving visitors to your website. From here, you would capture their personal information on your website (or through a social media lead ad), likely in exchange for a free piece of downloadable content. Then, you would nurture the relationship, providing value and resources, free-of-charge, to the prospect, that are only available via email.
(This part is critical – if they can get the information somewhere else, why subscribe for email updates?)
Continue to provide email value for a period of time before applying sales pressure so you can convert the subscriber into a customer. After all, you’ve given them so much good stuff for free, your paid-for products and services most be spectacular. Then, return the customer into the free content cycle of emails, to keep them coming back for more.
Conclusion
Why go to all this trouble? Bottom line: email converts prospects into customers better than anything else in digital marketing. Always has, and likely always will. Social media is better for getting attention and raising awareness, and often for the acquisition of leads, but email is better for acquiring customers. Search might be better for enquiries, but email will help you finalise the deal. And better still, it can all be automated. That’s the whole point of the funnel – push the prospect through with plenty of free, valuable content, until they pop out the other side as a new customer. And then keep doing it.
And in case you’re not quite convinced, a 2013 Direct Marketing Association study found that two-thirds of consumers had gone on to make a purchase online as a direct result of an email marketing message, and a 2015 study found that more than seven in ten (72%) of consumers say that email is their preferred method of communication with the companies that they do business with.
Ready to begin your email marketing campaign? Contact Identity today.
Related Posts
November 25, 2019
Identity Chosen to Support FCO with NATO Leaders’ Meeting
Identity has secured the contract to...
October 7, 2019
Brand Licensing Europe 2019 – Identity’s Highlights From The Event
The 2019 Brand Licensing Europe show...
September 17, 2019
Identity is one of the Top 50 UK Events Agencies
Identity, an award-winning live events...
August 19, 2019
Identity Awarded Royal Navy and Royal Air Force Contract
Identity, an award-winning live events...
August 5, 2019
Goodwood Festival of Speed 2019 – Identity’s Highlights…
This year’s event ran from the 4th to...
July 18, 2019
Identity Wins Highways England Live Events Contract
Identity has won the contract to deliver...
June 25, 2019
Identity Wins VisitBritain Flagship Event, ExploreGB
Identity has won the contract to deliver...
June 12, 2019
Licensing Expo 2019 – Identity’s Highlights From The Event
Global licensing is an industry worth...
May 28, 2019
Identity is Awarded Tier One Supplier Status from Siemens UK
Identity has been awarded tier one...
May 24, 2019
Identity Team Attends Cyber Essentials Workshop
As part of our commitment to our Cyber...
May 24, 2019
ICE North America 2019 – Identity’s Highlights from the Show
The inaugural ICE North America was held...
May 21, 2019
Identity wins award at World Exhibition Stand Awards
At the inaugural World Exhibition Stand...
May 7, 2019
Identity Appoints New Head of Exhibitions, Leslie George
Identity, an award-winning, global live...
April 16, 2019
TwitchCon Europe 2019 – Identity’s Highlights From The Event
TwitchCon Europe brought together...
April 15, 2019
Identity’s Highlights of the April 2019 #BrightonSEO Conference
BrightonSEO is a staple event in...
March 8, 2019
International Women’s Day – A chat with our Director of Live Events, Janet Dodd
To mark International Women’s Day (8th...
February 15, 2019
ICE London 2019 – Identity’s Highlights from the Show
February is a busy month for Identity,...
February 5, 2019
11 Ways To Successfully Manage Your Exhibition Stand
Whether you’re attending a large,...
December 20, 2018
Identity Christmas Jumper Day 2018 – Raising Festive Funds for Our Partner Charities
On Thursday 20th December, Identity held...
December 20, 2018
Identity’s 2018 Live Event Highlights: Our Biggest & Best Year Yet!
2018 has been a fantastic year for...
December 19, 2018
Identity’s Highlights From The Drum Experience Awards
Throughout 2018, Identity have...
December 12, 2018
Identity Sponsors The Drum Future of Marketing Conference
Throughout 2018, Identity have partnered...
December 5, 2018
Identity Appoints Janet Dodd As Director Of Live Events
Identity, an award-winning, global live...
November 28, 2018
Identity Sponsors The 2018 Drum Out of Home Awards
Identity have had an exciting year...
November 19, 2018
Telling Stories: Connecting With Your Audience to Produce an Authentic Experience
We’re at the tail end of another year...
November 9, 2018
Identity Announces Category Sponsors for The Drum Out of Home Awards and The Drum Experience Awards 2018
Throughout 2018, Identity are proud to...
October 17, 2018
Identity’s Highlights From Brand Licensing Europe 2018
Brand Licensing Europe is the...
October 12, 2018
The 2018 Identity Annual Conference: Top 20 by 2022
On Friday 5th October 2018, Identity...
September 24, 2018
Identity’s Guess Who Baby Photo Competition
The Identity charity committee recently...
September 21, 2018
Identity Sponsors The 2018 Drum Creative OOH Awards, Drum Experience Awards and Drum Future of Marketing Conference
Throughout 2018, Identity are proud to...
September 19, 2018
Identity VS. The 100 Mile South Downs Way Challenge
At the start of 2018 Identity chose to...
September 12, 2018
And The Winner of Our Drum Design Awards Custom Deck Chair Competition Is…
Identity were the proud sponsors of The...
August 24, 2018
Are You Prepared for Futurebuild 2019? Start Planning Your Exhibition Stand Today
Futurebuild (formerly known as Ecobuild)...
August 22, 2018
Identity take on the 100 Mile South Downs Way Bike Ride Challenge
Earlier this year Identity formed a...
August 17, 2018
Identity Announces Sponsorship Of The 2018 FMBE Awards
Identity are proud to announce that we...
August 8, 2018
Sam Southon Joins The Account Management Team at Identity
Sam joins Identity as an Account Manager...
July 27, 2018
Identity Compete in the Annual Eastbourne College Golf Day 2018
Identity recently sponsored and competed...
July 10, 2018
Gamification, Activations & Apps: How To Add Some Much-Needed Magic To Your Next Live Event
Today’s delegate expects a lot more,...
June 13, 2018
Identity’s Highlights from The Drum Design Awards
Identity are partnering with global...
June 5, 2018
Highlights From The 2018 Drum Marketing Awards
Identity was a proud sponsor of The 2018...
May 30, 2018
Identity Appoints New Key Members of our Business Development Team
Due to our successes, since the...
May 11, 2018
Identity Announces Category Sponsor for The Drum Marketing Awards and The Drum Design Awards 2018
Identity are proud to be in partnership...
May 4, 2018
Identity’s Highlights of the April 2018 #BrightonSEO Conference
BrightonSEO is a staple event in...
April 19, 2018
10 Incredible Experiential Marketing Statistics [Infographic]
Experiential marketing is highly...
April 13, 2018
Identity Announces Sponsorship with The Drum for 2018
Identity, an award-winning leading...
March 28, 2018
Identity Appoints Toby Havord As Experiential Account Director
In February, Identity appointed Toby...
March 21, 2018
Identity’s Highlights from International Confex 2018
Identity returned to Confex this year...
March 16, 2018
Identity’s Highlights from Marketing Week Live 2018
Marketing Week Live is a significant...
March 2, 2018
From Brief To Build: The Complete Guide To Exhibition Stand Design (Part Two)
Our team of designers have years of...
February 21, 2018
From Brief to Build: The Complete Guide to Exhibition Stand Design (Part One)
From concept to creation, Identity’s...
February 14, 2018
Identity’s Highlights From ICE Totally Gaming 2018
In our position as an integrated events...
January 24, 2018
The Essential Live Events Checklist For #EventProfs
Successfully delivering an event takes...
January 17, 2018
15 Amazing Live Event Stats For #EventProfs In 2018
What can events professionals expect...
January 10, 2018
Identity Staff TRACC Awards: And The Winners Are…
Every year at our Christmas party, the...
January 5, 2018
What Is The Future Of Out Of Home (OOH) & Digital Out Of Home (DOOH) Advertising?
Out of Home (OOH) is defined as...
December 18, 2017
Identity Raises Funds For Christmas Jumper Day 2017
On Friday 15th December 2017, Identity...
December 15, 2017
Identity’s Live Event Predictions For 2018: Exhibitions, Conferences & Experiential Marketing
The world of live events continues to...
December 8, 2017
Highlights From The 2017 Drum UK Event Awards
Identity was a proud sponsor of The 2017...
December 6, 2017
Rob Gietzen Is Awarded The Site Management Safety Training Scheme Certificate
Recently, Identity’s Commercial...
November 29, 2017
Highlights From The 2017 Business Women Excellence Awards (Sussex Edition)
For the second consecutive year Identity...
November 22, 2017
Highlights From The 2017 Sussex Economic Forum
On Friday 17th November, the Sussex...
November 16, 2017
Identity Sponsors Business Women Excellence Awards 2017 Sussex Edition
Identity are proud to be a main sponsor...
November 15, 2017
The Ultimate Christmas Gift Guide for #EventProfs
With Christmas fast approaching, do you...
November 13, 2017
The Power Of Out Of Home (OOH) Advertising For Your Brand This Christmas
At Christmas time, brands are often...
November 8, 2017
How To Use Social Media Walls To Drive ROI At Your Next Live Event
With almost every visitor carrying a...
November 1, 2017
Identity Sponsors The Drum UK Event Awards
Identity are proud to be a main sponsor...
October 30, 2017
Identity Sponsors The Sussex Economic Forum
Identity are proud to be a main sponsor...
October 18, 2017
The Importance of Great Communication In Client Relationships
Great communication in client...
October 11, 2017
The 2017 Identity Annual Conference: Being Brilliant Everyday
On Friday 6th October 2017, Identity...
October 4, 2017
What Is Augmented Reality and How is it Changing The Events Industry?
The term augmented reality or AR has...
September 20, 2017
Identity’s Highlights From September 2017’s #BrightonSEO Conference
BrightonSEO is a staple event in our...
September 13, 2017
Client Servicing 101: How To Be A Great Account Manager
The role of an Account Manager can be...
September 6, 2017
The Ultimate Guide To Using Hashtags At Your Next Event
As social media increasingly makes an...
August 23, 2017
An Introduction To Identity’s Account Management Team
At Identity, customer service is at the...
July 27, 2017
Voice Search Optimisation For #EventProfs: Are You Ready To Meet The Demand?
Thanks to the popularity of the iPhone,...
June 28, 2017
How to Effectively Communicate your Brand Overseas
Expanding your business abroad is one of...
May 11, 2017
Why Snapchat Should Be Part Of Your Business Plan
Snapchat is one of the fastest growing...
May 9, 2017
The Latest Technology Trends in Experiential Marketing
Experiential marketing can be simply...
April 28, 2017
6 Reasons Why Every Small Business Should Be Using Facebook
Facebook is the world’s leading social...
April 12, 2017
How To Get Your Employees Excited About Your Conference
Internal conferences are an essential...
March 28, 2017
How To Maximise ROI From Your Exhibition Stand
Exhibitions often require time and money...
March 17, 2017
The 7 Most Effective Ways To Generate Leads At Your Next Exhibition
Exhibitions can be a fantastic way of...
March 3, 2017
Identity & Brightstone Middle East Launch Historic UAE Partnership
From premises based in Abu Dhabi,...
February 17, 2017
Fresh Ideas On Generating Footfall To Your Stand At An Exhibition
Exhibitions are a fantastic way to...
February 10, 2017
Identity Digital Marketing Event: Are You Digital Ready For 2017?
Identity held its first Digital...
February 3, 2017
The #EventProfs Guide To Digital Marketing In 2017
2016 saw the rise of virtual reality,...
January 17, 2017
Identity’s Exhibition Industry Predictions For 2017
In this article, Identity shares its...
January 12, 2017
Identity’s Digital Marketing Predictions For 2017
What should businesses expect from...
November 14, 2016
How To Stay Accountable In A Busy Business Environment
It’s easy to lose focus when times get...
November 14, 2016
Gamifying Your Exhibit: Fun Experiential Marketing
If you are a regular visitor to...
October 4, 2016
5 Reasons Why Digital Is Essential For Events Marketing
Digital marketing has revolutionised...
September 19, 2016
How To Make An Impact On Your Target Audience At Events
The very event you attend to your...
September 6, 2016
How To Fill Your Stand Cheaply And Effectively
Every year, Identity works on hundreds...
August 16, 2016
Live Streaming: The Future Of Events Marketing
Online, real-time streaming can be a...
August 9, 2016
Virtual Reality: A New WOW Factor For Experiential Marketing
Virtual and augmented reality tech has...
August 2, 2016
How To Use Email To Maximise Your Post-Event Marketing
Five handy tips to how you can use email...
June 12, 2016
Why Your Business (Still) Needs An Email Newsletter
Social media? Nope. Facebook and Twitter...
May 13, 2016
The 7 Benefits Of Working With A European Exhibition Stand Design & Build Company
We are often approached by international...
May 4, 2016
VIDEO: Beyond The Exhibition – How To Build Buzz With Social Media (Part 3/3)
Part three on tips on using social media...
April 5, 2016
VIDEO: Beyond The Exhibition – How To Build Buzz With Social Media (Part 2/3)
Part two on tips on using social media...
March 2, 2016
VIDEO: Beyond The Exhibition – How To Build Buzz With Social Media (Part 1/3)
Part one on tips using social media to...
February 22, 2016
3 Ways To Use Competitors To Grow Your Business On Twitter
If you’re actively using Twitter to...
February 17, 2016
Inexpensive And Effective Ways To Rebrand Your Exhibition Stand
If you are looking to make your...
February 11, 2016
Be Our VIP Guest At International Confex!
Win an exclusive Exhibitors Travel Pack...
February 10, 2016
Identity’s Guide to Organising an Event: Post-Show Marketing
Studies have shown that as many as 75%...
February 3, 2016
Identity’s Guide to Organising an Event: Incorporating Digital into your Day
From video walls, to touch screen tables...
January 20, 2016
Making The Most Of Your Space – How to Make A Big Impression In A Small Space
Looking to make a big impression but...
January 15, 2016
Why You Must Install Social Media Meta Tags On Your Business Website
Social media meta tags are small...
December 22, 2015
Beyond the Exhibition: How to Build Buzz with Social Media Event Marketing
Social media now plays a key role in how...
November 19, 2015
5 (Easy) Ways To Boost Engagement On Your Facebook Page
Facebook defines organic reach as how...