We didn't add you just because we wanted to.
We didn't get your business card at a mixer, and add you to our list without telling you.
We didn't sell you a book, and add you to our list without telling you.
We didn't connect with you on Facebook, LinkedIn, Twitter, Pinterest, or Bob's Social Media and Lawnmower Repair, and add you to our list without telling you.
Your email newsletter is your most valuable marketing asset. Well, it's how you access your most valuable marketing asset.
Your most valuable marketing asset is permission to speak to your fans.
Let's repeat that: your most valuable marketing asset is permission.
We didn't know what interruption marketing was until Seth taught us about Permission Marketing. Most of us grew up thinking it was perfectly normal for our favorite movie to be interrupted by Milt's Used Tire's screaming at us; for bits about personal itch and [insert next holiday here] sales interspersed with our music.
Interruption is rude and annoying. When someone trusts you with their attention, their ears and eyes, it's a gift more than money. Waste my money, and I'll be annoyed, then move on. Waste my time, and you may never get a second chance.
Everyone on your newsletter list should know why they're there. When they get your newsletter, they should
- know who you are
- be expecting your newsletter
- care about the content
Anticipated. It's smack in the middle of the short sanity check for your marketing: is what I'm doing right now
If it fails on any one count, you could be in trouble. At the very least, you'll squander a bit of your fans' time, and with it, your most valuable marketing asset. There are degrees of each, but fall to zero on any of them, and you could be in trouble.
Oh; personal, and relevant? Watch for the next two posts about why and how, and which of the 3 trumps the other 2 every single time.