As I’ve discussed before, there are 3 elements to training your contacts to respond to your messages: Content, Frequency and Value.
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You set the tone of the relationship with your sign-up procedure. .
If you’ve offered quality content relevant to their concerns, they’ve had a positive first impression and will (often) keep opening and reading your emails – as long as you remain consistent in your frequency and the value you provide.
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Email marketing operates under the same principles you’ve learned in personal and business relationships: You’ve got to give before you get. Maybe you’ve heard BNI say “Givers Gain” or as the Golden Rule “do unto others as you would have them do unto you”.
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Online, we encounter two types of marketers: the givers and the greedy. Long term success belongs to the givers but, you’ve got to know when to ask for a response. This is why many email marketing programs favor the short intro paragraph with the read more link to a blog post.
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Just be sure following the link gets the reader what you promised – great free content relevant to their interests. After they consume that, they’ll take a look around and that’s where you may “Get”.
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Next up: Frequency – be there for your subscribers without devoting your life to sending emails.
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