While Gary’s book focused on using the jab, jab, jab, right hook philosophy on social media, it can be applied to almost any marketing medium, including email.
Gary’s concept was simple: Brands that provide value — over and over again — before asking for a sale, will make more sales in the long run.
Jabs are value. The right hook is the sale.
In my experience sending hundreds of email newsletters for dozens of home builders, landscape companies, HVAC companies, and law firms, newsletters that continually lead with value are the ones that consistently exceed industry average open rates, click rates, and conversions.
Here are six ways to inject value into your email newsletters.
Creating Valuable Newsletters
Few pieces of content move the needle on website traffic from emails quite like an engaging and informative blog.
Take a look at this Google Analytics report as an example.
In April, I wrote a blog about best-selling cars in Canada. In early May, I sent that blog to the list of an insurance company.
That blog now accounts for 29.38% (11,020 pageviews) of the entire website’s traffic from January 1 to May 31. In May alone, that blog accounted for 47.21% (4,176 pageviews) of all website traffic.
This kind of traffic is deemed as high value for our client — this was a huge win for everyone.
Oh…And it became a featured snippet on Google’s first page!