Emailers – What’s Too Much?

A good friend and valued client of mine asked me today, “What’s the best frequency for emailers?” My colleague was inquiring because one of their staffers, the one in charge of sending emails to supporters, loves to do it weekly. It’s great this person loves their job. However, they are likely doing more damage than good, turning people off from the brand rather than keeping them engaged.

We have to remember that communication = marketing. When done well, it’s a magnet. When done poorly, it repels and even drives people away from your entity. That’s not a situation anyone can afford! It’s certainly not why someone entrusted their email to you – it was to get timely communications on their schedule to keep them enticingly engaged.

Smart emailing, with a frequency your supporters want, builds business. Too frequent = drives your customers away.

Here’s one really useful article that tells us the dangers of over-emailing.  In one study 73% said that frequency was the main reason for opting out. Ouch!” Ouch indeed. And the primary pain is for your recipients, not you. Remember – your business is not about you, it’s about your customers. They aren’t always right though they are always first.

Making them first = segmenting who and how you reach them. Targeting your marketing may seem like ‘extra’ work – nothing could be further from the truth!

When we clearly identify our customers, and perhaps tiers of different customers, then we can hone in on and make very effective our methods of marketing to those specific segments, how and when they want to hear from us.

It’s the ultimate result of strong, smart marketing: the continued gift from them to keep listening and wanting to hear from you. Its up to you to figure out who, when, where, why, and how to market.

Flock shooting isn’t good for hunting and it’s sure as heck not good for marketing. You’ve got to Know Your Market; it’s the KYM concept I cover periodically.

This article confirms that less emailing, well-executed and planned out, can be more as well.

Yes, encourage strong regular communications. Yes, keep people engaged in their work, executing duties that make them happy. And when it comes to marketing, you must be in tune with your customers and what they want, when they want it. Otherwise you risk having them tune out.

Leaping and Guardrails

One of the few regular emailers I receive is from Seth Godin. His hard-earned, useful and well-delivered wisdom holds a lot of value in my world and I really enjoy his voice.

The daily emailer today is here, Guardrails. Read the whole piece first please. Go ahead….

I want to specifically cover a bit of ground with his final section of his post.

“The other leap occurs when we realize that we’ve been imagining a guardrail, one that’s been causing us to detour when in fact it’s not actually there. We’re obeying invisible guardrails when it doesn’t benefit the others. Ignoring these self-erected guardrails permits us to contribute more than we thought possible.”

We’ve all put up our own guardrails, knowingly and unconsciously. For example, do you use the word ‘if’ instead of ‘when’? If so, you’ve put up your own barrier. When = it’s going to happen; if = dubious. How about my all time fav: ‘and’ v ‘but.’ And indicates everything is possible. But = qualified.

Which way are you going? Where are your guardrails?

Why do we put up barriers for ourselves and others? There are as many reasons and excuses as there are cells in our bodies. Maybe more.

The point today is that well thought-through and executed marketing eliminates barriers to begin with. The flow = go, and you can really put forth excellent effort with strong positive results.

Limits are only what we put in front of ourselves. We do it to ourselves, leaning on ‘policies’ and invisible self-created boundaries that serve no one. You can get rid of them just as you create them.

Think and act toward limitless possibility. After all, that’s a reality we can all enjoy. Everything is possible.

The Power Of Sticky Note To-Do Lists

My client Tara is a motivated, smart and growing business owner. Like many of us, she had an idea which she brought to life, several years ago and she’s in a growth stage she’s not experienced before: enough years to reflect on and to use as assistance in planning forward to her next years of business.

It’s really important to get clear on what you want to do and what you don’t want to do. While the phrase ‘get clear’ is bandied about like nobody’s business, to me ‘get clear’ means investing time in your thinking and space to get organized, make the time to truly think – and think thoughtfully and diligently – on your future. It means you move forward with what you want to do, eliminate what you don’t want to do and then get all your plans and marketing up to speed to foster and support those goals.

Tara and I are in the same fleet of boats. It’s been an interesting last year for me – with myriad transitions, ideas, starts & stops with my ever-awake brain feeding the What Do I Want To Do beast. Business is like that if you want to grow in whatever ways growth directs you and to stay relevant in the constantly changing world we live in.

Some of my datebooks, close at hand for reference.

One tactic many of us employ in getting clear is to make lists. With voices on every possible facet of the List Fence, I’m a user and believer of lists. Tara is too. And she finds the scratching off completed tasks a small bonus feeling of satisfaction once the task is complete.

And this morning she showed me her to-do list: brightly colored 3″ x 3″ sticky notes. She writes what she needs to accomplish each day and then digs in. As a landscaper, this helps her keep up to speed with all facets of her business. I love how simple and effective this can be. You make the list, you start at the top, you complete in listed order and then you’re done.

If you need to start another one, do so. Then go from one to the next, as you complete your tasks.

Today I asked Tara to keep those lists; stash them in a safe place once complete for us to circle back to. Why? Because the things we put on lists can be rear view mirror information to help move forward. We’ll examine those lists she completed in a month to see what she seems as list-worthy, what she should be doing as the owner and driver of the business, to see what she can delegate and give to her growing team and determine what she can contract out to others.

This is a helpful internal exercise: reviewing how we actually spend our days and how we can get better and better in cross-examination. Continual improvement? Yep.

I’ve kept a bound date book (annual calendar) since I was in college. I started using them when I was a sophomore and have never stopped. They are gold mines of activity records, contact information, and a record of my life. I’d not be as successful without them – and I really like using them. One of these days I’m going to design a new one, precisely customized to what works for me. I’ll have fun pulling them all down from the storage box and reviewing them to see what works and what I can leave out. Plus I don’t want to have to turn on a device to access the info.

I’m better for me and my clients when I’m organized and clear – my marketing is stronger when I’m clear too. Making business ‘easier’ in many ways.

Getting clear will help you improve your marketing as well. Once you know what you are driven to do, once you’re clear on your goals you can make your marketing much clearer too. No more, “I can do this too” when you’ve set your sights on what you truly want to do.

Use your sticky notes and datebooks to help you plan, do and build. Have fun.

Where’s Your Cape?

If you have a cape, where’s it at right now?

What am I talking about, might you ask? Good question.

I frequently jot notes to myself, written on various pieces of available paper which I then stash in my ‘writing ideas’ folder in my office. This comes from one of those notes. The original note states: “My Cape Is At the Cleaners.”

What the heck….

No, this isn’t nonsense. Today it’s all about inspiration. Part of what keeps me inspired to get up every day anew to tackle the world is to write notes. Snippets of thoughts and life that amuse me, confuse me, inspire me, motivate me, appall me, and otherwise will move my brain and sometimes body to action.

Writing is one of my required-for-my-sanity indulgences I frequently engage in.

Marketing is communication. If you read regularly, you’ll know it’s an idea I share and uphold.

Communication in my work involves a lot of written words. Computers and keyboards are less personal to me and I much prefer to write, with pencil (preferably) or with a really nicely flowing pen. The exercise and practice of writing is genuine and feels good to me, very intentionally putting my thoughts into a written record.

My Cape Is At The Cleaners came from who knows where. Likely a moment in my life when I though the phrase had applicability and meaning. I still like the sound of it – the idea of a cape related to superheros, book characters and mysterious activity. It may well be that I circle back to it in the future, with a totally different line of thinking. Today it was the note I chose to write about.

The point today is to write about what inspires you. My jotted notes are one source of inspiration to me.

Go find whatever your ‘cape’ may be and get inspired yourself. Marketing, communication, writing, capers. Enjoy.