Emails, emails, emails.
I hate emails just as much as the next person does. They have become sooooo unruly and if there was one thing I could eliminate from my working day it would be the shifting through of emails.
However, it is a necessary evil I guess these days.
Each week I get hundreds of emails from my coaches, my clients, my team and my suppliers and like most people I also find myself on all kind of email marketing lists, and yes 95% of the time I asked to be on them, even if over time I forget why.
I also use email marketing myself as part of my sales process in my business coaching business. I am a writer after all, writing is my passion, and I love communicating in this way, direct into peoples inboxs…and I have a relatively decent open rate too.
I like to think my emails are insightful, entertaining and full of value…and yes they quite often will end with a call to action…a sales link, but that is always followed with a “you can unsubscribe here” button too.
I have an email list of around 5000….I don’t do a lot of “freebie” lead generation, but occasionally I will run a free masterclass or a cheap challenge, and I might get 100 or so new people each time…and often over time those people leave.
No biggy. I don’t really worry about unsubscriber numbers.
My biggest fans and followers tend to stay. They might ignore some of my emails, especially when I’m in a launch, but they know I run a business and I often get comments like,
“loving your emails…good luck with your launch” or “Thank you I really needed to read this today”
But as we keep being reminded, we are living in extraordinary times, and there is a lot of noise and so I do think people are a bit sensitive at the moemnt. The brilliant Elizabeth Gilbert on her Facebook page posted something that read,
“Overreacting about people who are overacting is just another form of overacting”
Anyway. I am in launch. I am selling my programme One to Many which helps coaches and experts take their genius out to the world via a group programme model. This btw is not in response to Corona Virus…this programme was always going to be my focus in 2020…and so I am in fact recruiting for the second cohort of the year.
Last week in an attempt to be helpful I put together an ebook with information about how to start thinking about taking your offline business online…it had 9 different types of group programmes and guidance around price, 9 bits of tech I use, and 9 mindset issues to consider.
More than 200 small business owners downloaded it and on the whole they have been very appreciative…many of them sending me lengthy emails to thank me
I also ran a series of free webinars expanding on the info, to which around 80 people attended and around 60 watched on the replay.
I gave enormous value I reckon, my time for a start, and then there was the humor, the insight, I shared expertise, stories, concepts and ideas normally reserved for my paying clients. I did this because its the right thing to do right now.
But ultimately I am still trying to run a business, I am still in launch mode. I still need to make sales…not so I can jet off to my private island, but so I don’t go under like a lot of business owners are worrying about right now.
So when I got an email today from someone telling me to unsubscribe her immediately because she was sick of my spammy emails…I was a bit like “OK love calm down” (now of course I didn’t say that)….I unsubscribed her as requested and wished her well.
But she was very pissed off with me (2 further emails back made that clear) and I couldn’t work out what for?
For trying to keep a roof over my head, for trying to help people take their business online, for showing my existing clients what a consistent marketing campaign looks like…even when everyone else seems to be afraid to sell?
I’m not afraid to sell.
Do you know what I’m afraid of? The fact I get fuck all help as a self-employed business owner with no premises and no staff, I’m afraid because I have no family, or partner to bail me out financially….I’m afraid of not having enough work to keep me afloat, I’m afraid that anyone who has the courage to try and crack on with their core business gets this kind of response.
But no telling people who I do and how I can help them….that to me is not scary, even if they unsubscribe, even if they find me annoying or even spammy…like so what?
What I would say though is it was only one email.
And I am trying not to read too much into it. So to be helpful, here are some pointers for email, and for social media to lessen the noise, the stress, the competition the mess. (PS that’s a line from my spoken word piece which you can watch here)
Don’t like what you see in other people’s communications? Don’t want to be triggered? Or challenged? Not interested in what they have to say? And/or don’t like the way they do business?
It’s quite simple…I do it heaps every day with no fuss or bad feeling.
You don’t need to announce your departure either. Gosh. I unsubscribe to around 50 emails per week imagine the admin of having to tell each and everyone why? It’s already a bit of a ballache as it is. Emails are part and parcel of doing business in this digital world. And unless companies or individuals resubscribe me without permission, I’m good with making my own mind up about what comes into my inbox.
So before you have a hissy fit about receiving information about someone’s business, when you actually signed up for it…take a breath and remember nobody is trying to spam, annoy or aggravate you.
They are just doing their best to run their business. Their business that they probably made a heap of sacrifices for. The baby that has kept them up at night, kept them away from their kids or partners, and probably given them a few extra grey hairs along the way.
The business which they use as a vehicle to unlock their own version of freedom or security….which are both now in question.
JUST UNSUBSCRIBE and move on.
Commenting on how people decide to do business now is not useful, it’s not kind, and it is often based on fear, jealousy and/or a lack of understanding. All we can do right now is what we believe to be right for us and our clients.
So next time you find yourself rolling your eyes at an email, or hearing your mind saying “FFS will she please shut up” just scroll to the bottom of the email and unsubscribe.
And just for clarification, in case you are worrying that your email communications that go out are spammy….I bet you they are not, so get out there and tell people about your stuff….and tell them more than once!!!
Email spam also referred to as junk email, is defined by Wikipedia as unsolicited messages sent in bulk by email.
The name comes from Spam a type of luncheon meat described in a Monty Python Sketch Show as “ubiquitous, unavoidable, and repetitive” and even if yours are as described, further more…spammers tend to collect email addresses from chat rooms, websites, customer lists, newsgroups, and viruses that harvest users’ address books and are also often sold to other spammers.
So for the record lady…my email to you was part of a launch sequence triggered by you enjoying my free resources, rather than spam, you willingly gave me your details and I reckon I maintained my part of the deal.
And just think…in a few months time we could all be eating bloody Spam…and I’m a vegetarian, so I will continue taking my chances on using email marketing to continue to grow my business and put unprocessed food on my table.
Even if the odd one takes offence.
Give us a shout if you’d like to join my cohort of small business owners learning how to design, create, launch and deliver a kick-arse group programme (Its called One to Many)…we even have a 10 days sales challenge…and its OK no spammy email marketing comes as part of that deal….we start this week.