I’ve been sending emails to my list for several years now. (BTW, you’ll notice the subscribe form prominently located on the top of each page of this website.)
The frequency with which I’ve done it has varied greatly as I’ve at times felt conflicted about how often one should send emails to their list.
One the one hand, it’s basic Marketing 101. The more your people see and hear from you, the better they can get to know, like and trust you. Or the quicker they can see you’re not at all aligned with each others goals, interests, etc.
On the other hand, it’s easy to feel like you’re being an imposition on your subscribers by sending too many emails. No one wants to be perceived as desperate, like the used car salesman I once encountered as a young man in Washington State who literally folded his hands and begged me to buy a car we were negotiating.
Yuck. People like that are either in the wrong business, or the right business, depending on your view of the used car industry. As an aside, I actually bought the car, which shows just how young and stupid I once was. You’re probably not surprised to hear I don’t consider that my finest moment.
I’ve come to realize that there’s nothing morally wrong with sending an email every day – provided you do it the right way and with the right intentions. Like I was sharing with another person who operates a podcast production business that I’ll feature on the new Podcast Artistry podcast next week, honesty and transparency builds trust.
So the wrong way is going about it like that used car salesman I mentioned. Desperate. Practically begging. It’s clear your subscribers are the means to pay this month’s rent.
If every single email had a headline like, “Last chance!!!” or some other gimmick where it’s obvious the only purpose of the email is to peddle a product or service – I think even I would get tired of that after Day 2. I would hate myself for doing it.
But think of how people post prolifically on social media. They’re not selling anything, they’re just sharing what’s on their mind. And the more you post, the more people get to know you, and more important, know what’s coming. If someone is always posting about conservative politics, you know what to expect, and you choose to follow them or not.
It’s not like people are required to subscribe, nor to stay subscribed. At the end of each email I send, there’s a button that says “unsubscribe”. If someone doesn’t want to hear from me, I say click that little button and we’ll all sleep soundly that night.
There are people who will write doctoral thesis length posts, and just post them on Facebook. James Altucher is a great example of this. I’ve literally put down what I was doing to read his posts on Facebook because he’s engaging, not at all needy, and has no agenda other than to share his thoughts. People love him for that, and he’s used that intellectual capital and trust to build a huge media publishing business.
Do you think James Altucher is going to violate that trust he’s spent years building and all of a sudden bombard his followers on Facebook or Twitter with some cheesy sales pitch that reaks of neediness? Of course not.
The way I see it, if people like James Altucher can gain a following on social media using that principle of simply being themselves and attracting (or repelling) people with what they say, why not do the exact same thing with email?
Do I use email to promote products and services? Of course, but I do so – or at least I think I do – with that long-game mentality of building trust and rapport with y’all.
I’ve heard all those schpiels about “jab, jab, left hook”. I think I sort of understand where those folks are coming from. I’ve also heard about these 14 day sequences where you send a bit of info on Day 1, a bit more info on Day 2, then on Day 5, you do the hard sell.
I suppose there’s nothing wrong with that, but I don’t see why I can’t just say from Day 1 that I’ve got something to offer that will make your life better. If it’s done in an integrity mindset, projecting zero neediness, that’s the way to go in my book. I think if I were to subscribe to someone’s email list, and didn’t get an offer of some sort, I’d be a little suspicious.
I know you’re in business to feed your family, and I know you use email to build that business, why not just come out and say what you’re offering? Why tease me with this “jab, jab, left hook” nonsense?
So if anyone ever wants to know how I feel about sending daily emails, now they don’t need to ask, right?