You’ve just been invited to your customer’s inbox.
Now what? First, celebrate!
But if you don’t have a plan to keep your new subscriber engaged, they’ll unsubscribe faster than social media changes its algorithms.
Too many marketers focus on building big lists rather than building relationships with their subscribers.
If you’ve been in marketing long enough, you know that retention costs less than acquisition.
Email marketing is tricky. Too many emails, too few emails. Too pushy, too purposeless. You want to delight people — not annoy them. You want them to read your emails, not unsubscribe, or worse, hit the spam button.
While social media flavours and marketing channels seem to change faster than eyebrow shapes, email is the one medium that has endured. And it’s still the preferred way customers like to stay in touch with brands.
If you believe in helping humans, not harassing them, in being an all-round nice person, and not a pushy one, I invite you to join a community of email marketers that believes in building relationships, not just lists. Because being nice is also good for business.
A bit about me
I’ve been in marketing for a long time. Long enough to remember a time when my marketing team wasn’t sure we needed a website. (Fun fact: I was writing email newsletters when we used Mosaic to surf the WWW, back when we used to say WORLD WIDE WEB.)
For the past seven years, I’ve worked in continuing education marketing at a major Canadian university where I write web content, landing pages and copy for digital campaigns. I’ve written hundreds of emails for my organization with above-average open and click-through rates.
My marketing heroine is Ann Handley. I tell every marketer I meet to read her book, Everybody Writes.
I live in a small, beautiful town in the interior of British Columbia, Canada where I enjoy three kinds of cycling, hiking, kayaking, skate skiing and snowshoeing. I’m mom to four young adults who keep me on my toes with ever-changing vernacular, and memes I don’t understand.