It has probably happened to you. You meet a guy at a conference or party who starts talking about himself, and within 15 seconds, you’re looking for an escape.
Guess what! The same thing happens when we send an email about our brilliant products or services. However, we don’t even get 15 seconds–we get approximately 4–and the escape route is ‘delete’, ‘unsubscribe’, or ‘mark as spam.’ The solution? Don’t be that guy.
Why did they sign up?
Digital marketing should be a conversation, but if you’re talking about yourself, it’s a lecture. Frame your conversation by asking yourself why your subscribers signed up.
Did they subscribe so you can tell them you’re “a leading service provider” or so they’ll know when you form a new partnership? Not likely. Most subscribers are with you because they thought there was something in it for them. Make sure there is. Every email or blog post, and ideally every paragraph and sentence, should include a clear benefit to...