However, while most of us are willing to forgive soggy fries or a flavorless steak the first time, we rarely tolerate repeat offenders.
Aware that people value first impressions, each email you send to your subscribers should be an email that you'd want to receive yourself.
The more soggy, flavorless emails you send, the less likely your subscribers will be to remain subscribed.
And much like that poorly seasoned steak, your emails will be destined for the trash can.
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If you want to survive inbox congestion, you have to put up a good fight. So before you send that next email, consider the following.
Avoid asking every time
When it comes to email, the cardinal rule is to give more than you take.
According to Gary Vaynerchuk, "Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse.”
Calling upon his book, Jab, Jab, Jab, Right Hook, Vaynerchuk argues that you don't win a fight with a right hook and a right hook only. A real knock out requires a series of strategic jabs.
Authentic relationship building happens when you commit to reciprocating over soliciting. Rather than treat email as an avenue to ask, use it to give away something.
Tell your story. Offer them something. Turn your successes into actionable tips.
Once you lay the foundation for a relationship that your subscribers can see value in, then ask.
Send something like this:
As soon as you arrive on Kate Spade's mailing list, you're greeted with a gift.
15% off your next purchase (yay!)
They also stress that you'll be "the first to hear about news arrivals, big events, and special offers", with the goal of making you feel well, special, right off the bat.
The lesson to be learned? Don't dive into an ask.
To become valuable you have to give away value.
Cut the copy
Let's set the record straight. Writing verbosely doesn't translate to intelligence.