I know. The title does not represent who I am. But, today I want to tell you about one of my biggest challenges when it comes to online marketing. I’m talking about email marketing.
I’ve been writing my email newsletter for a long time, but I’m still questioning if I’m doing things right. Email marketing is still very powerful, and even though I filter all the emails I receive, I read a lot of emails every single day. So, if I’m reading a lot of emails, my guess is that you’re still reading them, right?
My first question to you is this, do you read a lot of emails every single day? When I say a lot, I’m thinking about more than 20 emails a day. Do you read them, and click on the links, and sometimes you end up buying, because you’ve received the email?
I do this all the time.
The most important reason why I am using email as part of my marketing, is to build strong relationships. To me, emails are still personal, and it’s how I get in touch with people on a personal level. When I’m writing a blog post like this, I’m still writing to you, but it’s not as personal. You know it, and I know it. It’s still about the words, and I really enjoy telling stories – sometimes they make an impact, but they’re still not as personal as email.
I have told you this before; stop sending me your blog posts as a newsletter. I am looking for something unique, and not just another push to sell technique. I do receive a few newsletters like that, but the reason I’m still subscribed, is that I either have a strong relationship with the author, prior to the newsletter, or that they are creating personal emails, an interesting story, inside the newsletter and then, at the bottom, they’re linking to their blog posts.
My newsletter is not that different. I am writing articles, sometimes, based on what I write about here on my blog. But, it’s content that you won’t find on my blog. I’m sending them to my subscribers, every Sunday. I use my newsletter to build a personal relationship with my readers, and I use my newsletter to test whatever is on my mind. I might send a link to a blog post, once in a while, but that’s because I’m testing something.
I’m using the autoresponder at AWeber. It means that I’ve written many of the emails in a batch, and I’m sending them to my subscribers once a week. I have scheduled everything. You’ll receive my emails depending on when you joined my newsletter. That’s about it. One more thing; once in a while, I’m using a broadcast, which means that I’m writing my emails/newsletter and sending it to my subscribers the same day or the next day.
The thing is; I’m always focusing on building relationships.
I started with one thing in mind; I was going to send my newsletter as soon as I had some quality content to share. But, as soon as I started to write, I discovered that I thought that I had quality content too often. I keep writing every single day, because I love to write, and even though, what I am writing is not great content on a daily basis, I thought that it was good enough for my subscribers. I discovered, that most people get a huge amount of emails, so I decided to send my newsletter once a week instead – no matter what I thought of my content. I’m sending it on Sunday, because I believe that we’re more relaxed on Sunday and we’re more ready to read and think about what we’re reading.
The thing is; I’m doing it, because I’m building relationships.
A single focus
To me, email marketing, should be about a single focus. I don’t focus on converting leads to customers. I don’t focus on selling. I have a single focus, and that’s the same thing when I’m writing. That’s the reason I wrote; how to focus on writing when your cat is peeing on the kitchen table. I focus on one topic, and I do my best to write, and create quality content, on that single topic.
I keep focusing on … yes, you’ve got it.
You’ve probably tired of reading this by now. But I’ll say it again; I’m building relationships with my emails. I hardly ever sell anything. On the other hand, I think that I should sell, at least sometimes. It’s hard to keep a business running, without ever selling.
I am sending emails once a week, and I have thought about selling quality products and service 1/5 of the time, or maybe once a month. For instance, you’ll receive three emails with just tips and quality content from me, and then the fourth email will be a product or service I’m currently using, that I recommend you buy. How does that sound?
Like I said, I am not good at selling with my emails. But, in order to run a business, we need to sell and not just build relationships. How do you use email marketing, are you building relationships like me, or are you also selling?
Let’s discuss in the comments.