What I’m Changing About Email

Written by Matt Wolfe
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In my income report for this month, I mentioned that I’ve taken a new approach to email marketing…

I have some new philosophies and new strategies that I’d like to test out and I thought some of the things that I’d be doing with email marketing disserved their own blog post…

It’s interesting because, since I’ve started this new approach, I actually have received several comments from people telling me that they loved my email. One comment, from a well-respected marketer, was “Damn Matt! You’re getting good at these emails…”.

What Gets Emails Opened?

To understand what I’m trying to accomplish with email, I’d like to point out an important element…

Below is a screenshot from my actual inbox (I have a ‘subscriptions’ tag to help me separate mailing lists from personal emails).

2015-08-14_16-06-27

From the screenshot, think about this question…

What gets people to open your emails? What’s the one thing that has the biggest impact over whether or not someone clicks or not?

Most people would say “The subject line”, right?

That’s what we’re taught… If the subject line isn’t right people won’t open the email…

It’s actually not the most important thing.

The most important thing is…

2015-08-14_16-06-27

The from line…

I mentioned in my income report the marketers that I will stay subscribed to because I look forward to their emails…

I didn’t say Neville Medhora writes amazing subject lines and that’s why I always open his emails…

The biggest impact on getting people to open up an email is who it is from.

When your mom or your best friend writes an email, do you even pay attention to the subject line? Maybe a little.

I know that if a high school buddy of mine was to email me and the subject line said “What’s up?”, I’d still open the email… Because it’s my buddy and I want to know what’s up with him.

Ben Adkins, Neville Medhora, Todd Brown, Neil Patel, Jason Moffatt, etc… When those guys mail, I usually open. Sometimes I don’t even look at the subject line. I get excited to see an email from them and I just open.

So that concept forms the basis for my new approach to email marketing.

Building The Relationship

Knowing that the from line is going to have the biggest impact on email opens, I need to make sure that people are excited as hell to hear from me.

This is where my new email strategy comes into play…

I talked about this briefly in my income report, but I’ll talk about it again for those of you who didn’t read the income report…

My old strategy was to create quick, short, and to-the-point emails. The idea was that people would open the email, read the quick call-to-action that I posted in it and then click over to wherever I was sending them.

If I was trying to promote a product, I’d let the page do the selling, instead of my email. If I wrote a new blog post, I didn’t want to waste time writing about what I just wrote… I’d let people click to go learn. That was the general idea.

Over time, I’ve seen me email click rates drop. Right now, they’re the worst I’ve ever gotten…

The strange thing is that my open rates on my emails are some of the highest I’ve ever seen. People are clicking to open my email, but they aren’t clicking over to see what I’m linking them to.

It was time for a new approach.

The new approach is to educate, inspire, and pique interest in the readers right inside the email.

Instead of writing short and to the point emails, I’m writing emails that really educate. I’m writing emails that tell a story.

I want people to be excited about just reading what’s in the email, whether they click or not. If I can educate, entertain, and inspire right inside an email that’s being sent to 50,000+ people, I’m doing much of the same job that a blog post would do, right?

My blog might get 7,000 visitors in an entire month, across all my posts… When I send an email, I typically see 4,000 people or so open the email… And that’s just one email…

Multiply that visibility by a few emails per week… The content that I’m putting out and the concepts that I’m trying to teach are going to be seen by a hell of a lot more people…

Here’s a screenshot from a recent email where the goal was to educate:

2015-08-14_17-11-17

So that’s big change #1…

I’m no longer sending quick short, “markety” emails. I want to tell stories, to inspire, and to educate… Hopefully enough that people can’t wait to open the next email from me (regardless of the subject line), and ideally click whatever link is in my email to get even more…

As a side note, when I write emails that I’m personally proud of and that I think really hold their own as a good content piece, I’m putting them over on my Tumblr blog here. I’d love it if you would subscribe to that. I share my best performing emails as well as what subject lines had the best open rates for me… (I said the from line was the most important. I didn’t say subject lines were not important.)

How Often Should I Mail?

My old approach to mailing frequency was that I’d go weeks at a time without ever mailing my list…

Then, when I was about to release a product or wanted to promote an affiliate offer, I’d mercilessly mail my list multiple times per day.

People weren’t used to hearing from me and then, all of the sudden, I’m overwhelming them and asking them to go buy something.

It doesn’t take a marketing genius to realize that this is a pretty poor approach.

Now, I’m changing things up… Instead of mailing inconsistently, I’m focused on making sure I mail multiple times per week. Some weeks it may be every single day.

I know this strategy isn’t for everybody and I may have some people unsubscribe from my list as a result of this blog post, but it is what I’m going to do.

My thoughts on this are:

  • A) If I’m mailing great content that educates, inspires, and tells stories, I will be a welcomed email. Even if it’s daily.
  • B) I pay a lot of money every month to have subscribers on my list and to have the ability to mail them. People unsubscribing actually helps me cut the costs of my mailing servers. Ifย emailing daily causes the people who don’t get excited to see my name to unsubscribe, I’m ok with that. It’s a good filter.
  • C) I’ve got a lot to teach and a lot to offer. If I hold back on teaching this stuff and presenting it through email, I’m doing people a disservice by keeping it to myself and not emailing about it.

It’s interesting because, as an email marketer, I constantly concern myself with how often I mail. I worry that I’m going to piss off people on my list or that people will get overwhelmed.

However, when I really sit back and think about it… And when I analyze the lists that I’m on, I’m never frustrated to see an email… In fact, most of the marketers that I pay attention to and recommend others follow usually mail at least once a day… Sometimes more.

Plus, I know that if emails from a particular person just aren’t resonating with me, I can click a single button at the bottom of the email and stop receiving them. I’m off their list so they don’t have a “dud” that’s not paying attention and I can manage my inbox clutter.

So… Fair warning. I’m going to be emailing more often. If you want less from me, there’s an unsubscribe button at the bottom of every email. However, I can promise that the emails from me, from here on out, will be different… So at least stick around for a little bit longer before cutting ties completely. ๐Ÿ™‚

That’s big change #2

Email Sending Service

I recently made another massive change…

For the longest time, I was with GetResponse… To this day, I still like GetResponse and I still have a list with them and I still set clients up with them.

About 8 months ago, I moved my entire list over to Infusionsoft. I loved that I could add tagging and create dynamic follow-up sequences that send different emails based on actions the readers took.

However, over time, the costs really added up and deliverability kept dropping and dropping.

I don’t have a tiny list… There’re about 55,000 people on my list. With Infusionsoft, I was allowed to 625,000 emails per month. 625,000 emails divided by 55,000 is only 11 emails per month total… Any sent email beyond that costs me $0.002 per email. So if I wanted to mail 15 times in a single month, it would cost me an additional $400 on top of the monthly fee that I was paying. If I wanted to send 20 emails in a month, it would cost me $950 additional per month…

The costs added up quick and another change had to be made.

So this week, I’ve spent a lot of time moving my entire list over to a new service called Active Campaign

ac_logo_blue_1

It’s got all of the tagging and dynamic follow-up capabilities of Infusionsoft without the cost per email…

Now, this system is very new to me. As of writing this post, I haven’t even sent my first email from the new system yet. I’ll be mailing to this blog post as a test.

So, I may find myself going back to Infusionsoft or testing something else… But for now, I’m excited to see how things go with a new system.

Final Thoughts

So there you have it, the new approach to email marketing from Matt Wolfe. ๐Ÿ™‚

Here’s a super quick recap:

  • I want you to look forward to emails from me. In order to do this, my email style needs to change. Get ready to be educated, inspired, and entertained. (Neville Medhora is a big inspiration for me emailing in this way) – Get on his list.
  • I will be emailing more often. I’d say minimum 4 times per week. It will be good content and I’m not scared of unsubscribes. (Ben Settle influenced this) – Look him up too!
  • I’ve moved over to Active Campaign for emailing. We’ll see how it goes. (I’ve got Andre Chaperon to thank for recommending this)

Another thing that I’d like to share is that I’m on a “Copywriting Kick” right now. I’m consuming everything I can get my hands on about how to be a better writer, a better storyteller, and a better influencer / sales person…

…But that’s a whole blog post on its own. Keep an eye out for it. I’ll share some great resources!

In the meantime, share your thoughts in the comments! What do you think about email marketing? Good, bad, and ugly, I want to hear your thoughts. I also want to hear what names you actually look forward to seeing in your inbox.

Comment below and I’ll jump in and discuss with you!

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About the author

Matt Wolfe

Matt Wolfe is a father, a husband, an author, a speaker, a teacher and a bit of a hacker. He was one of the original founders of LearnToBlog.com and co-founded Beyond The Hype. Matt is an expert on paid traffic generation, email marketing and affiliate marketing. He's constantly developing new training courses and is currently in development of a new software platform, set to be released at the end of 2015.

  • Hey Matt, you started using AWeber right? (I mean from the really known autoresponders) so you have definitely tested a few by now, hope it goes great with Active Campaign.

    I’m actually thinking of migrating from AWeber to GetResponse but I haven’t taken the leap yet, for some reason I still feel comfortable with them and my list is really small so cost is not a problem by now BUT I’ve heard fantastic triggered events you can set up with GetResponse so I may give it a whirl soon.

    About the mailing per se, it’s been a real long time I stopped looking at the subject line (from those marketers I love to follow) of course if I know there’s a current launch going on and everyone’s mailing about it, I won’t open or I’d do it but only for research purposes.

    How do they frame their offer? What are they offering as a bonus? How much value are they really giving? What is the actual copy like? Etc.

    Anyway, cool post man and congratulations on your mailing costs, that’s a cool problem to have (if you look at it from the right perspective). ๐Ÿ˜‰

    • Hey Sergio… Here’s my progression of mailing list providers…

      The first one I ever used was Get Response. Then I moved to Aweber. I tested MailChimp, iContact, and Constant Contact for a little while before settling back to GetResponse. I also played with Interspire Email Marketer with Amazon SES and then Mandrill. Learn To Blog used Infusionsoft and when I sold Learn To Blog I decided to get Infusionsoft because I’d gotten so used to it. Now I’ve moved to Active Campaign…

      I worked closely with a couple different clients that used Ontraport / Office Autopilot as well so I have experience building campaigns in there as well…

      I pretty much know how all of them compare against each other and the pros and cons of each.

      At some point, a blog post comparing them all will probably come. Of all the ones I’ve tried, I think Aweber was the most restrictive. GetResponse is better… The jury is still out on Active Campaign.

      My advice would be that, if you want simplicity and ease of use, GetResponse is the most intuitive. If you want tagging and complex, dynamic campaigns, Active Campaign seems promising.

  • ArtaGene

    Hi Matt,

    Been a fan for a long time, then I evidently got lost from your list. Recently subscribed to your list again and started receiving emails.
    Advance delivered to my junk box, but I found you anyway.

    Noticed that Advance (or maybe you) doesn’t include a notation that you are receiving this email because you subscribed at (name of site) on such and such a day.
    Also some marketers or auto responders give you an alternative
    to just unsubscribing…like changing your email address to a different one….which I often do
    as I usually subscribe with my “good” email, then if subject of emails is very specific, change to
    an email I check for that kind of content?

    Having a problem with your site, don’t know if it is Fire Fox or my computer, but that Big Green Offer what I can see of it (top not visible) stays in place all the way down and is covering part of this post.
    From the end of Offer is covered…then line continues on can (look just above!).

    It never shows the bottom portion as shown in this screen shot. Have Fun!
    Cararta

    • Thanks for the comments.

      I think by “Advance”, you mean “Active Campaign”?

      It’s definitely a different system than Infusionsoft was. I’m still getting everything moved over and getting it all figured out. The “You are receiving this because…” will get added in. I’m just getting the hang of a new system.

      Not sure why it went to spam for you… That’s strange. Hopefully, future emails won’t.

      As for the issue with the opt-in form. I’m not sure why that’s happening for you. I can’t seem to recreate it but I’m looking in to it and will get it figured out.

      Thanks for the comment!

      • ArtaGene

        Came back today, just to check and all your widgets are in the sidebar with nothing hanging over the post. Plus you are fitting on my screen. Might have been my browser…not sure.

        • Thanks for the update. I looked into it and tweaked some the things so it should be all good now. ๐Ÿ™‚

  • i think it really depends on what people are “in to” versus how often you are emailing. i recently unsubscribed to seth godins list just because it was every day. i’d rather visit him when i want to because i already know he’s an expert. versus someone who might have some informaton i need showing up in my inbox that i’m in to and might need to know. i think the bigger you get – the less useful your material is to people. sorry to say that but people want to hear real stories, not just sales pitches or the “been there done that don’t want the t-shirt” approach. i know who the big players are and i can visit their sites when i want to. everyone else is just intriguing information in my inbox that i stay subscribed to until it’s no longer valuable to me. sounds harsh i know.

    • Thanks for commenting! I agree for the most part. I don’t put any thought into people who unsubscribe anymore… I just assume that they’re no longer interested in the topic anymore. A lot of people subscribe to something while they’re on a “marketing kick” and then weeks or months later, they aren’t interested in the topic anymore… That’s probably the most common reason for unsubscribes and I don’t read anymore into it than that. (Spam complaints frustrate me because it’s people blaming me because they forgot they subscribed or something – but that’s a rant on its own).

      I’m not sure I totally agree that they bigger someone gets, the less useful their material is… I understand what you’re saying but I think it’s a bit general. I think that a lot of marketers get bigger and bigger and, as they do, they stop focusing on providing the value they once did and start focusing on what’s going to make them the most money… That’s definitely an issue I see. I won’t name names but I can think of 2 HUGH bloggers that I used to follow about 7 years ago that both stopped caring about value and started focusing on profit potential instead…

      There are some people that, as they get bigger and bigger, they continue to provide value. They’re just now providing value at a level that’s different than what their initial audience fell in love with them for. For example, a marketer may start teaching how to blog, because it’s what they know and have the experience to teach on… As they see success through marketing, video, list building, advertising, etc., they start to teach on those topics, which may be a bit beyond their original audience. They’re still giving a ton of value but they may have passed what their current audience can soak up right now. Then they move even further in their career and learn investing and wealth management… Since it’s where they’re at, they want to teach that now… But that’s way beyond where their initial audience is currently at.

      I think all that training has its place from the educator… But they still always need to keep in mind where they came from and the most likely place that their audience is currently at…

      A bit of a rant but I hope it makes sense. Probably warrants its own blog post. ๐Ÿ™‚

      • Hi Matt! I think I was on a rant when I posted this the other night. LOL! As people become more succesful online, they tend to attract a bigger, wider audience and sometimes the content and focus changes to making money – that’s what I was attempting to say! I am speaking about the people who I’ve watched “get all big and fancy” and then every email turns to a sales pitch and now my interest is fading. You’ve also touched on this in previous blog posts I believe, talking about how often to email, how to not make every email a sales pitch when you do, etc. I follow you because I like your style of teaching – easy to follow with tons of real world example and your transparency is awesome. Thanks MATT!

        • You made a great point! I understood what you were trying to say, hence the followup email that brought light to your comment and explained why this happens. ๐Ÿ™‚

  • C Shadowfox Shadowfox

    Hi Matt, I’m very new/slow to this world of marketing. E-mails are not my strong point, writing or opening them. However, I see the real importance, so I am learning. Ya got me here which is no small feat. At this point I do not have an e-mail professional service, (I took notes on the ones you mentioned) I would like say as a clueless NEWBIE I find your info very engaging and encouraging. So this new campaign of yours has worked on me. Thank you.

    • Thank you! I appreciate the kind words! I still highly recommend GetResponse as your entry into email marketing. It’s probably the simplest, most intuitive of the bunch… Keep plugging away and it will all come together. The biggest turning point for my career was when I started building a list. Everyone needs to start as soon as they can.

  • Excellent Matt – Your right in every thing you said in this post – I first noticed who the email was from, so I took at the subject line and it was “This Is How Emails Should Look.” I clicked on the link in the email to this post and read everything. This is definitely a post to remember and book mark. Your new approach is a winner. I wil take a look too at the other marketers you recommended. Thanks for such a great post.

    • Thanks Patrick. That’s exactly how the progression should go… The opposite is also true. I look through the “from” lines and, if I don’t recognize the name, I don’t even make it to the subject line… I just skip it.

  • Hey Matt, I started out emailing my list with a weekly newsletter but came to realize that this did not work if I wanted to to promote a new product on the day it was launching so I had to email on other days. Also I was reading that subscribers are more likely to click on one link in an email than on several that might be in a newsletter. After a few years I got fed up with writing my newsletters and subscribers were saying they didn’t have time to read them so I decided to email one thing at a time and email them quite a few times a week. I did get quite a few unsubscribes but, like you said above, I took the view that it’s really just clearing out the “duds”.

    As for your name being the most important thing they see, you have to be able to get them to open the emails when they first subscribe in order to build up the rapport with them and get them excited to receive your emails so the subject line is important in that case.

    I see people putting symbols before and after their names to make them stand out. I’ve heard coaches say not to do it. What do you think of doing that?

    • Hi Sandy!

      You’re absolutely right and your scenario is very common with emails… It’s funny, I’ve tested linking to multiple things in a single email… Without fail, the only link that gets any volume of clicks is the first link in the email. I think tests have shown this is pretty much across the board… People assume that the first link is the most important and it’s the only one that gets clicked (if people click at all).

      When people unsubscribe, I don’t really consider them duds… I just assume that they’re no longer interested in the topic. They opted-in because they were excited about the topic at one time and now they’ve moved on to something else. It happens a lot, especially in the marketing world… People get excited about the topic and, when they don’t see results within a week or two, they move on to something else.

      I do blame myself a little bit for people not staying excited about the topic but people will move on regardless of how good my emails are.

      I don’t bother with symbols, etc… Seems spammy to me to be honest…

  • Ron Aguilar

    Matt, I agree the from line is very important not just the subject line.

    • Absolutely. I think the “From” line is the most important part… It’s also the most difficult to get people paying attention to.

      • Ron Aguilar

        Yes I agree. I have tested open rates between various subject lines and From lines for several years. True many variables exist for an analysis but if the recipient recognizes you and sometimes eagerly wants to know your next message that is also important. When I get an Opt out I will call the subscriber and leave a message of apology on their voice mail. If they happen to answer the phone, I have found that sometimes you can keep them as a subscriber if you just ask why.

        • That’s pretty committed! I do want to retain as many people as possible on my list but I’ve found that I can followup with a personal email sometimes and get people to stick around… Usually those people just eventually unsubscribe a few days later anyway. If they are no longer interested in the topic, I’m not going to go to great lengths to save them. Hopefully, they’ll discover something else I’m doing one day and end up on my list again, if they’re really meant to be there. ๐Ÿ™‚

          • Ron Aguilar

            Matt, I agree with what you are saying. In my industry the product is what drives the interest levels. I prefer to build trust and explain rather than trying to convince people to use my services. I time block my day to call my suspects and hopefully turn them into prospects knowing that they operate on their watch not ours.

  • Joselyn Martinez

    I loved the last email. As someone learning and researching about email lists and content, I am starting to cut down on subscribes I have made. The first ones to go are the sales type ones that keep sending info on what to purchase. Thanks!

    • Hey Joselyn. Thanks for the comment. I’m glad you enjoyed the email. Overwhelmingly, the feedback has been positive. Email marketing is so important and I think every business should be doing it. I recommend even paying attention to the “salesy” ones… Even as a reminder of what you don’t like in emails. I just have a folder in GMail where it all goes so it doesn’t clutter my main inbox.

  • Hi Matt…. Thanks for this great post. I actually started following you awhile back, but I did notice that lately I’ve been reading and clicking on all of your emails without really even noticing the subject line too much. (In fact, as an example, I’d been ignoring all the hoopla about Periscope, because I didn’t want to get wrapped up in another social media thing… UNTIL I clicked a link in one of your emails to one that you’d done.) So, what you’ve said here has proven absolutely true in my case. It just kind of happened under my radar… but suddenly here I am clicking away on all your emails.

    Another thing to note, a few weeks ago I mass unsubscribed from a bunch of the lists I was on. I was just so sick of everybody saying the same thing, and I’m REALLY sick of the super-gimmicky headlines that don’t actually lead to any value. They were all beginning to blur together anyway. Honestly, I think people are waking up to that stuff, because it’s just become inundating lately. I’ve remained on only a few lists, ones that I enjoy reading and know I will actually learn from.

    So yup… totally nodding my head in agreement with your entire post…. spot on for me. Thanks.

    p.s. I never click the spam button when I unsubscribe. I hate when people do it to me!

    • That’s awesome Staci. I think that’s a perfect example and I’m the same exact way. I look at the from line and open the emails from the people I look forward to hearing from… If the from line doesn’t grab me, I may browse through my emails again and then see if any subject lines grab me…

      I’m a marketer though. So I’m actively paying attention to what sort of subject lines grab my attention and which ones I feel like ignoring.

  • Rachel

    This was a great post Matt (Most of them are from you). I will say this though: When I follow someone because of their content, NOTHING peeves me more than being inundated by affiliate marketing. It would appear EVERYONE is in bed with EVERYONE so I get hit with stuff from my original content provider and then so on and so on and so on. I generally take the product from the source and then, sadly, end up “unsubscribing” because the site has become more about marketing other sites than sharing content. If I even think for a second, a blog is going to be about flogging another website, I don’t even bother reading it.
    My blog is about the pros and cons of living in a strata corporation. The only links I attach to my content are related to the specific blog. I am afraid to use my blog as a springboard for affiliation so I have not “monetized” it because I don’t want to do to others, what others are doing to me.
    It is a tough conundrum to be sure. I want my content to reach people who connect with it but I don’t want to set them up for “junk mail”.
    Thank for all you do and continue to do for the wonderful world of blogging.
    Regards

    • Thanks Rachel!

      I think there’s a fine line marketers that want to be respected need to walk… I’m a fan of affiliate promotions. I like to promote products as an affiliate and I want people to want to promote my stuff. But I do believe there’s a right way and a wrong way to do it.

      The right way is to add a ton of additional value to the product you are promoting. For example, a couple weeks ago, I was promoting Easy Webinar by Casey Zeman. Instead of just linking out to the sales page and telling people to go buy it, I wrote long explanation emails that taught my step-by-step process for creating successful webinars and another email that taught how to get past most common barriers people to have to creating webinars. I educated and then recommended a product to help utilize the education.

      The wrong way is to just quickly blast out emails with no usable content and tell your followers to just go buy whatever is on the page.

      So I think, when done right, most people actually welcome affiliate promotions in their inbox… Because they can be educational, even if you don’t end up buying the recommended product.

  • C Shadowfox Shadowfox

    Dear Matt, I would like to respond to the content of e-mail marketing. This is a Key from my expertise. Many people are awakening, and the perceptions that are held; are in service to others, instead of service to self. There are countless people who have created their business which actually gives away first. A person I know was developing a healing center, his dream was to have a modest income with the ability to tithe 10% AFTER all is said and done. He actually did the opposite, he tithed much more through affiliates- helping them, he gave away much of his ‘time’ and expertise, FIRST. His business grew well beyond his imagination. He no longer works, he gifts others now and he couldn’t stop $$$ it if he tried. The more he gives away the more he makes, which is not off the backs of others..

    The moral is- many are now recognizing and choosing not to be ‘sheep’ or the ‘golden honey pot’. This goes beyond the premise of everything you have mentioned, good content, interest, value, getting subscribers to open-or click. (Clicking the carrot as I call it.) Give away a free class and Hook them later is not what I mean. It has to do with reducing the friction, that others have created, such as the greed from corporations.

    I deal with energy: frequency, vibration & rhythm. I assume, that many marketing people are questioning why the changes and how to deal with this flow/ rhythm from consumers.

    People’s perceptions & values have changed thus, it’s plain honesty & cause no harm. When others feel that there is no ‘hidden agenda’ , we all in this together, the friction can be reduced and business can soar. Many are not nibbling that carrot. Will people resonate with you? Message or messenger? Is this not the exact question you started with? This is a reason many experts like yourself are really doing the exact opposite approach to how it has always been done. Sell product, sell, push, push push. There is no honor in this format. The energy has changed.

    As I said, it was no small feat to get me here. So far Matt, you have taken some steps in the direction of balanced flow, and Cosmic Law whether you recognize it as that or not, this is why your revamping e-mails,and marketing. Your message resonates with me & why I am still here. Intent is a major factor, intent for others. ( Matt, wording is another that perhaps you might like to check out, not strategic placing, but words that shatter illusions and create with vibrancy. There are common words used everyday, that create friction and harm. It’s a whole new can of worms,and a aha moment)

  • Rik van Bastelaar

    Hi Matt,

    I liked both your post and email that came with it. More importantly, I red them both.

    I believe it is all about sharing value and liking someone. The liking comes with the value and being able to trust someone. I also very much resonated with your subject line, so that helps a lot.

    Also I notice that for certain people, I hardly open their emails, because it is all about sell, sell, sel, without adding value.

    Alex Mandosian tought me a mantra about, know you, like you, trust you, buy you. A challenge for me sometimes when I am in developing material.

    Your blog definitely inspired me about making sure that we keep enggaging with whome we want to serve, so if we want to offer something to help them, they are mentally subscribed.

    Thanks for your great post, insights and help.

    All good wishes, Rik

  • Lots of great info here, Matt.

    Email marketing is such a big component of online marketing. I tell my blogging clients that building an email list is THE reason to blog. I also believe it’s THE reason to be active on social sites. So, yeah, it’s pretty critical what we do with our list once we’ve got one.

    You’d be amazed how many people I’ve worked with that couldn’t figure out why they weren’t doing great now that they had a list of xyz number of subscribers. It’s because they had NO idea what to do with their list.

    And, as you point out, it’s really a work in progress. If you get stuck in one mode, people on your list will get bored and drift away. You’ve got to always work toward engagement and responsiveness. Nothing else matters, IMHO.

    Sounds like you’re on the right track, Matt. I look forward to an update to how this works out for you somewhere down the line.

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