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Two Email Marketing Beliefs That Could Be Hurting Your Firm

Many firms send out email marketing campaigns. But there is a question that lingers in many marketers’ minds:

“Are we doing it right?”

“Right” is a nebulous term. If your goal is to trip and fall, tying your left and right shoe together is the right way to “tie your shoes.” Therefore, whether you are doing something “right” relies on what you are trying to achieve.

However, if your goal is either to bring in new clients or use email marketing to build trust and maintain relationships…

…there are some common beliefs that may be hurting your efforts. Let’s take a step back and rethink email marketing.

The Crazy Things People Think About Email Marketing

My personal trainer asked me if having an email list is important to a business. My answer was, “To me, it’s essential.” Heck, if not for email marketing’s ability to bring in new clients, I wouldn’t be able to have a “personal trainer.”

But his jaw dropped at the next thing I said:

“0.5%…that’s the rule of thumb for converting prospects on your list to paying clients.”

He found that very disappointing. But I explained to him that email marketing is a great tool to build trust with an audience you can truly help.

But there are two commonly held beliefs, I think you should avoid…like the plague.

Let’s Not Bother Our Clients

Think about your best friend. How often do you communicate with him or her? It’s probably fairly frequently.

Regardless of what they claim, too many firms don’t want to treat clients like a friend. They don’t want to bother their clients until those clients are in need of services again.

That’s a mistake. You need to treat your clients like friends. Therefore, you need to communicate with them on a regular basis. 

You can use email as a tool to help you maintain regular and consistent communication with you current, past, and future clients.

But then there is another related trap too many firms fall into.

Self-Serving, Valueless, Emails

Let’s get back to the concept of treating your clients like friends. Do you send your friends email with advertisements, about contracts you’ve won, or featuring your latest company picnic? 


You probably send him or her only helpful information, something they’ll find of value, or a tidbit they might be interested in. 

I believe there is a downside to sending your clients worthless and self-serving information. 

Again, is this how you would treat a friend? 

I believe every email should provide value to the reader.

And trust me, I’m not oblivious to the fact that I’m selling hard in some of my emails. But you’ll be hard-pressed to find an email I’ve sent that is devoid of value.

Is it harder to create value-based emails? Yes, it’s much harder. It’s more time-consuming. 

But it’s the “right” thing to do when communicating with your audience.

The Bottom Line

Communicate with your clients regularly with emails they’ll get value from.

Have any email marketing tips or tricks? Share yours in the comments.

Angry Marketers Respond To That Controversial Blog

Angry A/E Marketers

Last week, I posted my response to a recent PSMJ blog post that has angered many marketers in the architecture, engineering, and construction industry.

PSMJ’s blog post has received significant backlash since Lindsay Diven first brought it to people’s attention through LinkedIn. And my response and call for them to remove the post seemed to increase awareness.

If you haven’t read my response, please check it out before reading this (for context).

PSMJ’s Response

As to PSMJ’s response, what we can surmise is that the post went down briefly but came back up with a spelling error fixed (which was pointed out in my comments). At the moment I am writing this, the logic errors and latent sexism have not been addressed. I’m sure the irony of them being more concerned with the “bug dust” is not lost on anyone in the Help Everybody Army. 🙂

David Whitemyer has not, to my knowledge, personally responded to emails sent by me or others. But I do know that PSMJ’s Content Development Manager offered to publish a retort by one of my readers as a “rebuttal post.” You can read Melise Gerber’s full response here.

Of course, I invite anyone from PSMJ to share a comment here or on my original post.

A/E Marketers Respond

The response, from our industry, to what I wrote was so great that I wanted to share some insightful (sometimes even inspiring) comments shared by others.

I received many emails about this post. And I understand some people emailed Dave, the author, ([email protected]) and Frank, the CEO of PSMJ, ([email protected]) to share their disgust. I encourage people to do that because nobody can improve without feedback.

I have not included comments people made directly in my initial post. What I’ve included are snippets from emails sent to me and posts on LinkedIn. I’ve only included the full name when the comment was posted in a public forum.

A Note Before We Proceed

I’m all for freedom of speech. I believe that everybody’s views are important. I also understand people believe that freedom of speech is more important than “political correctness.”

But I do believe that any speech which promotes the violation of any demographic’s rights or that can be proven, by hard science, to be inaccurate…

…should be corrected or deleted. Nearly all reputable publications I know of do this as a matter of policy.

I do appreciate that they posted Melise’s response. But I’m not sure they truly understand why PSMJ, of all organizations, should not be propagating outdated and inaccurate stereotypes of marketers in the A/E (or any other) industry.

With that said, here’s what marketers are saying about PSMJ’s post:

On The Intended Audience Of PSMJ’s Article

“I think I have finally determined that my discomfort with the article is related to its “intended” audience. You see, if this article that was truly intended for a readership made up of folks who do not have a job in our industry, and are considering becoming marketers, there are a number of good points to be considered here. 

But I doubt that many folks reading an article on the PSMJ blog are likely to be unemployed recent college graduates wondering what job they should pursue. And, because of that disconnect between intended and likely readership, the article instead begins to read like a laundry list of complaints about marketing folks. And this is where my discomfort began.”

  • Melise G

General Disgust With The Article

“Wow. Just wow. As an introvert who has been in AEC marketing going on 18 years – 10 with my current firm – and quite good at what I do, I find the PSMJ post insulting.”

  • Jennifer Hier

“Super offensive and counterproductive, it’s hard enough to find great AEC marketers, and it’s often thankless grueling work. The last thing we want to do is discourage folks from the profession.”

  • Margot Kenney

“Can’t believe PSMJ is allowing this to continue.” -Kary Beck

“This reminds me of “negging” – the emotionally abusive practice of criticism to undermine someone’s confidence in order to make the abuser seem stronger.

Rather than telling people not to go into marketing unless they’re willing to work in an underfunded department, why not give them solid strategies to make the business case to expand the marketing department? A lot of AE firms have low win rates — remind firms that taking their win rate from 20% to 40% will double their revenue.

Rather than make false assumptions that certain personality traits are needed to succeed, focusing on strategies to help the actual business to grow will get a lot better results. Since professional marketers help businesses to grow… real strategies are a lot more useful than condescending, negative disqualifiers.”

  • Aaron McManus

“I take the buzzfeed-esque style article with a grain of salt. It’s just to get attention and traction to their blog. Ignore.”

  • Jennifer Huebel

On The Lingering Sexism Experienced By Some A/E Marketers

“As a male in this industry, I, for one, am so sick of the “good ole boy” mentality amongst operations personnel towards marketers. And the way I am treated within my firm as a male marketer is so much different than how my female counterparts are treated. It is disgusting.”

  • Justin

“I’m just really sad that someone in our industry, who is relatively young by the looks of him in his photo, has such a negative and narrowly honed view of our profession. If he’s been in the A/E industry for more than 20 years (in Boston no less!) and has worked with marketers as I can only assume he has, he has an incredibly insulting and disrespectful view of our work, and/or has had a poor experience with whomever is unfortunate to market in his firm….I’m also insulted PSMJ would allow this to be posted.”

  • Jen

On Changing Attitudes

“Great response to a pretty crappy article. My career in AEC marketing has been rewarding and long despite joining the industry right out of college. In my 16 years in the industry I have only worked for two firms. I’m honored to be one of the senior leaders in my firm and I get brought to the table on many matters that expand well beyond the marketing/communication goal posts of my original career choice.”

  • Dana Galvin Lancour

“Looking back on my 30 years in this industry, I think it’s been a bit harder for AEC marketers to win the respect of the “technical” personnel in our firms because, in large part, they don’t have a clue what we do. It seems to have been a generational attitude that’s fast giving way as more savvy technical principals understand the importance of marketing strategy in winning work.”

Clearly, David Whitemyer doesn’t understand what we do, and yet he’s written an uninformed article about it for a highly respected organization. Amazing.

I’ve worked with every type of firm in our industry – most people have respected my insight and expertise, and been grateful that I have a skillset they don’t. For every technical principal that said I was a great marketer because I could type really really fast (yes, it’s true, and I worked with him at 2 firms) or automatically looked my way when we needed a fresh pot of coffee in a meeting, there have been 100 who thought I was a miracle worker.”

  • Tanya

On the Often Misunderstood Importance Of A/E Business Developers

“My observation is that at struggling companies, business developers get paid a lot less than subject matter experts. In profitable companies, it’s the other way round. They understand Peter Drucker: “Because its purpose is to create a client, the business has two – and only two – functions… Marketing (you get paid for creating a customer) and innovation (you get paid for creating a new dimension of performance). Marketing and innovation produce results, all the rest are costs.”

  • Tom

What Do You Have To Say?

Did you agree with what Dave had to say about A/E marketers? Do you feel the same as the marketers who have chimed in so far? Or do you have a completely different perspective?

We’d all like to hear what you have to say.

Please join the conversation by posting a comment. I read every comment and your opinion is important.

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