If you’ve been reading my emails over the last few days, you might be thinking:

You mean, you want me to be one of those annoying people that fill up my inbox with crap?

The answer is, emphatically, NO!

Crap is a bait n’ switch. Crap is making people think you’re going to help them, and then pressuring them into giving you money first.

That tactic works sometimes. That’s why people do it.

But you’re different!

The idea of forcing your way into a transaction, even if it’s over email, makes you feel like a sleazebag.

I agree! Let’s not do that, okay?

Instead, let’s talk about the kind of email marketing you’ll like, and the kind your subscribers will like by following 4 rules:

  1.   Make them feel welcome.
  2.   Follow through.
  3.   Make it pretty.
  4.   Get intimate.

Rule #1: Make them feel welcome.

The email inbox is almost as intimate a space as the salesroom floor. If you don’t greet people warmly, they will “leave”. They will unsubscribe.

Turning Them Off with Aggression

If you’re running a store, is the first thing you say to a customer walking in, “Hey, buy this!” Many salespeople still have this ABC – Always Be Closing – mindset, it’s a huge turn-off. They will walk.

Turning Them Off with Apathy

Another turn-off is when people walk in and nobody acknowledges them. That leaves them to wonder, Does anyone here really care about helping me? That will make them walk, too.

How To Get It Right

Send new subscribers an email immediately – automatically is best – letting them know how glad you are they have joined your email list, but do not try to sell them anything! (We’re still not there yet.)

In that first email for new subscribers, tell them exactly what to expect from you. How often will you be sending them emails? What will be in them? Be specific. Be brief.

TIP: Have that welcome email ready to go ASAP. (More on how this all fits together in 3 days.)

Rule #2: Follow through.

To retain your subscriber’s interest, you have to do what you said you were going to do.

  •        IF YOU: run a homeless shelter and said you would tell them how to make a difference in the world, THEN YOU: might send them a series of ways to help people while treating them with respect.
  •        IF YOU: sell shoes and said you would give them tips on how to get into shape, THEN YOU: might send them a handful of aspects to look for in a running shoe to prevent injury.

TIP: This means you’ll have to have your whole welcome series written ASAP also.

Rule #3: Make it pretty.

Sound familiar? Go back and read yesterday’s email about blog posts, Blogging for Good.

TIP: Apply the same standards to emails as blog posts.

Rule #4: Get intimate.

After your round of welcome emails, if your reader has not unsubscribed, you can assume they like you. You’re friends now. It’s appropriate to get a little more intimate in tone.

It’s time to start telling them stories that are relevant to your mutual interests.

  •        Let’s say you run a youth center. Your subscribers want to hear stories about lives of youth changed for the better. They may want to hear about what you learned at a conference that will be a game changer.
  •        Or maybe you’re an architect. Your subscribers want to see and read about your latest jaw-dropping project. Or about new partnerships with local government that will improve the quality of life for residents like them.

Pull back the curtain and give them an insider’s look, at least once a month. This is how you create a sense of intimacy.

This is how you eventually create a sense of desire to take action.

Tomorrow you’ll receive the first part of the last lesson in this series: Making Money for Good. It’s about where we’re heading:

When your audience sees that you care about solving their problems, they will want to support and do business with you.

Until then, start toying around with your first welcome email and a few topics for the welcome series.

I’ll show you how to put them to good use!



Now telling YOUR story