We all get too much email, and much of it we have learned to ignore.
But there are certain emails that we wait for, and we miss them when they don’t arrive on time.
Those are generous messages where the author freely shares her insights about a topic that we are deeply interested in. And we would feel a void should they stop writing.
You know it is a good idea to build and grow your mailing list. It makes sense from a business perspective: you get a direct line to your prospects that you own. (Unlike social media, where you need to pay to reach your followers).
You install the sign-up form, set up the welcome message, and begin to think about the content.
Most people and companies create “news” and “updates” content with an occasional promotional message. That is OK, but not delightful.
Yes, I want to know when my coding software needs an update, but I don’t need a newsletter for it; the program itself will let me know as I use it.
What I’d love to read is a story that I can relate to. I would be delighted to have learned something new or be challenged to shift my view after reading the content.
That is why sending a newsletter to your list is much more than a marketing opportunity: it’s also a chance for you to be generous, to build trust, to make things better.
Would your audience miss you if you were gone?