Let's say you have a list – people who have signed up to receive emails from you. What do you do then? What do you actually send to people?
The Michael Senoff Approach: Emailing Offers
Michael Senoff has a large volume of interviews, recordings and other digital products on marketing. They're quite good, too.
Michael's approach is to create an offer with a clock on it. Maybe it's a huge discount – over 96% off in some cases. Maybe the product disappears after a while. He'll send a few emails over a few days about this offer, ratcheting up to send lots on the final day.
This works for a few reasons:
He has a lot of products, so he can have an offer on the go every other week or so.
The offers are incredibly valuable – I'm talking pocket change for hours of unique interviews and training.
His emails are mostly entertaining – though with offers this good, he gets away with blatant sales pitches too.
If all you do is occasionally spam people, it won't fly. But if you're consistent, offer something only a lunatic would decline and do it with charm, you can pull this off.
The Bob Bly Approach: Email Newsletters
Bob Bly is a legend in marketing circles, so it's worth paying attention to what he does.
He sends two emails a week – one is a short sales pitch about a product of his, the other is some thoughts about love, life and marketing. Then he sends a monthly newsletter – a collection of short articles, insights and offers.
Bob knows a monthly newsletter, and nothing else, isn't a great idea. If people subscribe then don't hear from you for three weeks, they'll probably forget they signed up and mark you as spam. And no matter how good your newsletter is, that's too little content for a month.
Still, a newsletter is a good way to share articles you find, articles you write and articles you borrow from other people. With their permission, of course – although if your list is good enough, they'll beg to include something in your newsletter.
The Ben Settle Approach: Daily + Emails
Ben sends at least one email to his list every day, often more.
And every email includes a link to something he's selling.
Why isn't he flagged as a spammer all the time? Why do people, in fact, love being on his list?
A few reasons:
Firstly, he's informative and entertaining. You can learn a lot just by what he says to his list. You can learn even more by figuring out how he says it.
Secondly, he has a big personality. His emails are addictively good.
Thirdly, he makes offers that no one else can. Some are cheap, others aren't, but they're hard to compare with what others are doing.
As a marketer, this approach might scare you off. It involves writing a lot, which involves being disciplined and knowledgeable. It also involves selling a lot to your list, which not everyone is comfortable doing.
Even so, this is my preferred approach. And it's what I recommend to people to at least try.
Writing this much becomes easy when you have to.
And it builds the relationship with your readers like nothing else.
But only if you're valuable and entertaining.