Our last post was about making sure your newsletter is anticipated
. Today: what happens when it's relevant.
If your favorite show is interrupted so Bob can yell at you about his low low life-insurance prices, you'll resent it. (Maybe you'll just numbly endure, but we'll call that "resentment" for now.)
If your favorite show is interrupted so the National Weather Service can alert you to a life-threatening situation hovering over your rooftop, you won't resent it, you'll appreciate it.
It wasn't personal.
It wasn't anticipated.
When the level of relevance reaches 100% personal and anticipated can drop to zero and the message will still be appreciated.
… more … "If It Is Relevant They Will Read"
If you were to ask us why you get Ausoma's newsletter, we could tell you that there are only two possible ways: you signed up for it yourself at the website, or you asked to be on the list.
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.
… more … "Personal, Anticipated, and Relevant: Keep Your Email List Up to PAR"