I’ve done a fair bit of email marketing training. And come across a certain principle more than once.
It’s a question to think about before sending an email to your list.
More or less it’s this:
“Before I send this email is it worth my reader interrupting what they’re doing to read it?”
I think it was Ken McCarthy — grandfather of internet marketing — who came up with this idea first.
And a very good question to consider for helping keep perspective.
And maybe even has application beyond the scope of email —— Is it worth reading this post? Is it worth reading this white paper? What value am I offering my audience?
For me:
I wholeheartedly agree with the spirit… but can’t follow the letter.
And not because I want to send you crappy emails that aren’t worth reading!
It’s the “interrupting” bit that I can’t get on board with.
It’s the expectation that my readers would interrupt their day to read my email (flattering as that might be).
You see… I’d rather it was stated:
“Is it worth my reader reading this email today?”
Wouldn’t it be ironic — hypocritical even — if I’m sending emails with tips and my own experiences about trying to be more focused and giving priority to the things in your day which will have the most impact for your freelancing business…
All the while I’m thinking: “I hope this email stops them in their tracks and gets priority over anything else.”
What kind of good freelancing advocate would I be for you then?
I, of course, expect you’ll make space in your day for it (you signed up for a good reason, right?).
And — from my perspective — it IS worth reading today!
Reason being:
I looked at it and said: “Yes, this IS worth sending to you.”
I think there’s something of value in here for you — a tip or some humor or a story or an offer or… a bit of everything.
So:
I sure think my email is well worth a couple of minutes to read today!
(And if you ever find it’s not… that’s why unsubscribe links were invented. You’re welcome to use mine in the footer of my emails any time you like).
So by all means read it the day you get it. Maybe even look forward to reading it every day — just like I look forward to writing it. 😊
And if you’re as mad as a hatter like me… and keen on emailing stuff that’s worth reading every day… BerserkerMail makes it super-easy.
Sign up for a free trial here: https://milham.me/berserker
Have a happy freelancing week!
Ready to build your email list? Go here…
EmailForTheWin.com
Chris Milham