Email Marketing, Why You Need To Give Away Quality Content

The days of the old ‘Buy My Shit’ style emails are long gone and it’s about time. Email marketing has been the big thing for years and is still the best converting marketing method around. With that in mind, you have to wonder why so many marketers and newbies send their loyal email subscribers emails that are short and basically full of crap.

I have been in this industry for many years now, with many of those as a beginner opting in to loads of email list from big ‘guru’ marketers offering what I thought were ground breaking reports and information. I was often wrong, the reports and videos were usually pretty useless. What was more annoying were the emails that I would receive later.

They said nothing, they had a distinct lack of words and information but all seemed to tell me about some new amazing software or program that their brand new best friend who lived overseas somewhere who had developed a way to make $1000 a minute while loafing around in their underwear. Probably wearing them on their head as they dance around partying 10 foot away from the laptop, I mean that is how amazing these software and programmes were! Or so I was led to believe.

Interestingly all of these secret products were being sold via Clickbank or JVZoo and were being promoted by loads more marketers who had also suddenly become best buddies with this new special underwear wearing wealth generating dude.

Now these guys who send you and me these emails are making money from their email lists, after all that is why they build them and there is nothing wrong with making money from your list, I am sure you have heard over and over again the saying ‘the money is in the list’ well it is true, kind of. The money is actually in the relationship you have with your list.

You do not monetize a list you monetize your subscribers and the biggest harm you can do to your list is upset them by sending them too many ‘buy my shit’ style emails without giving them any form of help, advice or ideas. In fact it is a downright disgrace that you should even think that it is ok to pitch to your list all the time.

It is disrespectful to your subscribers to see them as simply people to fleece with software and programmes that you have never tried or know to be any good.

When someone signs up to your newsletter or they hand over their email for information they are expecting it to be good. And that is what you should give them, to think differently is pure madness. You should see every new person on your list as a new love interest and every email you send them is the online equivalent to a date.

You would never turn up for a date with your dream person in your work clothes, unkempt and dirty would? No of course you wouldn’t, you know that you would probably upset your date and never seen them again.

The subscribers on your list have trusted you with their email address and expect to get help and advice from you, not to be sold to all of the time otherwise they will hit unsubscribe and run for the hills. Of course you want to make money from your list, that is why you have built it but you really want the maximum returns from your list and reduce the risk of list burn out. Remember it took time and money to carefully grow your list, why would you want to burn it out quickly and have to start building another list creating more hard work and expense for yourself? You don’t!

So what can you do to reduce the risk of annoying your list subscribers and prevent earl list burn out?

  1. Send out a newsletter that gives useful doable advice and tips for your niche once a week, once every two weeks or once a month. Include a roundup of the latest posts on your blog as well.
  2. Create special subscribers only reports and send them an email giving your subscribers access to the report stored somewhere on your blog.
  3. Create subscriber only videos that are embedded onto your site in pages that are only visible to your email list by sending out an email to them.
  4. Every now and then create a review of a product you KNOW is good and worth the money, send the review to your list. Never promote products you would not personally use. You can damage your reputation if you promote things that are simply rubbish.

Not promoting the same products that other marketers are doing at that time can help build your reputation just as much as promoting those you think are really good. The people on your list are likely to be on multiple lists and they will see what the ‘new magical product’ is that everyone is promoting.

They will know when a new product launch is imminent, sending an email that explains why you are not promoting it or basically ignoring it will make your subscribers realise that you are not there to simply promote the standard useless ‘get rich quick schemes’ and that you care for them. That is very powerful these days with many list subscribers believing that marketers are less than helpful and only out to fleece people.

I take my car to the same mechanic that I have used now for over ten years, he might be dearer than others and probably cannot always accommodate me as quickly as others but I don’t know because I have never looked around to see if I can get work done cheaper or faster and the reason is because he has always looked after me and been good.

On several times he has looked at the car when I thought something was wrong and he has not charged me for it, I have even took him a bottle of wine to thank him for doing something for free which was his way of thank me for being a loyal customer. But I am loyal customer because he looked after me, it has become an on-going circle and a very powerful relationship.

This is what you need to achieve with your email subscribers, to build a healthy relationship with them where they want to open your emails when they arrive, where they want to buy from you and choose you over other marketers and you will not do that by sending out too many ‘buy my shit’ emails. Don’t believe me, try and see what happens.

One thought on “Email Marketing, Why You Need To Give Away Quality Content

  1. Hi Sam, really resonate with this post! I’m a big believer in the quality content structure, without the need to ALWAYS try and sell it. I like the analogy you’ve used likening it to a date / new relationship – when you think about it like that, it makes so much sense.

    As a consumer, I definitely spend my money with those people I believe to have taken the time to “get to know me” and have been a valuable, friendly source of good information that I’ve learned from.

    It’s not rocket science, but I feel for a lot of marketers that is just too much effort, and they just want to make the quick buck so to speak.

Leave a Reply

Your email address will not be published. Required fields are marked *