One big reason why I don’t open newsletters (and you probably don’t either)
This morning, I was doing my usual inbox cruise.Generally, this involves:
- Checking for important messages from clients or colleagues
- Sifting through the newsletters I subscribe to
- Opening and reading the ones I’m interested in
- Filing away the ones I’m not
And I had a funny realization: there are certain newsletters that I file away without opening, every single time.I don’t unsubscribe, I just stash them away in a folder that may as well be titled, “Who Cares?”So I wondered: why is this?And I realized it’s for one simple reason: they lack “equity,” in my eyes.It’s not that the organization doesn’t have brand equity. They do. For example, I always file away MailChimp newsletters, despite the fact that I’m a customer.But, somewhere along the line, they lost their equity with me--their reader. At some stage, I lost my sense that this sender offered value. Or, worse yet, they never established that value with me in the first place.And there’s a huge lesson in this: building that "equity" with your audience is hard. It takes a ton of time, focus, and trial and error. But most importantly...
- It requires that you always prioritize value for your readers
- It implores you to be thoughtful and purpose-driven with the content you create
- It demands that you show up often and consistently
- It dictates that you write what your audience actually cares about, not just whatever comes to mind
Then, when you get your formula down to a science and you do it for long enough, people will open your emails on autopilot.
How to create a simple content distribution process [and why you should]
Creating great content is only half the job. If you want results, distribution is where it happens. In this post, I walk through exactly how I repurpose and share a single content asset across multiple platforms—from YouTube to email to LinkedIn—using the same frameworks we help coworking spaces build every day.
Email automations: how to set up welcome emails, lead nurturing flows, and re-engagement campaigns
One of the most valuable aspects of email marketing is the ability to create automations so that some of your core marketing functions are running on autopilot, without the need for you to manage them each time.
