It takes a lot of work to curate the right email for the right audience, making sure it is interesting and valuable for them and also drives your business forward.
I keep thinking about yield management, something we studied in my hospitality degree back in the day, which is: selling the right room to the right customer at the right time for the right price. (source)
And there are specialists in this area, now usually called revenue management. Because ofc it takes effort, knowledge, and a little bit of magic to make it work just right.
The same applies to email marketing.
Yes, anyone set up an account, create a form and start collecting subscribers. It is designed to be easy. But at the end of the day, it’s more than just being easy to do. “Easy” won’t make you send that email.
Being consistent with your email marketing is not just about building a connection with your subscribers, no one probably sits and waits for your newsletter to drop*, but it’s about being consistent with yourself and your business.
If you’re not going to commit time and effort to communicate with people who have given their emails to you and want to hear from you, don’t ask for their email addresses.
Don’t just start and quit. Start when you’re ready to go all the way.
Just like any other marketing channel, email needs its own strategy and time commitment, so don’t call it easy.
It’s easy if you send one random newsletter every now and then without putting thought into it. It’s not “easy” to do it properly.
But here’s the thing, you can learn to do it. You can do it yourself if you make time to research and educate yourself. Or you can ask someone to teach you so you can save some time and get a skill. Or you can ask someone to do it for you, helping you do it right, stay consistent and accountable.
But as long as you are willing to learn, adapt, and commit to it, you can do it yourself. It’s not rocket science.
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*It’s something Molly Scanlan highlighted in her newsletter last week that made me think. Do you ever wait for a newsletter from someone? 🤔
I want to talk email marketing with you, I don’t bite and will listen, ask questions, give advice, and not push for any sales. Feel free to schedule a time: https://calendly.com/maria-malaniia/30min
Maria Malaniia
Email marketing strategy & execution for nice people with small businesses