Personal, Anticipated, and Relevant: Keep Your Email List Up to PAR

monitor the mailIf you were to ask me why you get my newsletter, I could tell you that there’s only one possible way: you signed up for it yourself at my website.

I didn’t add you.

I didn’t get your business card at a mixer, and add you to my list without telling you.

I didn’t sell you a book, and add you to my list without telling you.

I didn’t connect with you on Facebook, LinkedIn, Twitter, Pinterest, or Bob’s Social Media and Lawnmower Repair, and add you to my 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.

I repeat: 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

  • personal
  • anticipated
  • relevant?

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 Marketing Monday for the next two weeks about why and how, and which of the 3 trumps the other 2 every single time.

5 thoughts on “Personal, Anticipated, and Relevant: Keep Your Email List Up to PAR

  1. And I’m just sitting on my asset.

    I’ve hit zero. But I know I can inflate if I just put some air in it. (Although, there might be a few holes.)

    Thanks for the reminder. I’m getting out the duster.

  2. Although I am not young anymore, I need to dream in order to keep going. Everyday I tell myself it is too late for me, most of my life has already been lived. But to be a writer you don’t have to be youthful or in peak physical condition. You just have to keep writing. And the older I get, the more experiences and wisdom I can share with readers. So I continue dreaming and hoping and therefore I can go on.

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