Email And Owning Your List/Community
Email marketing and newsletters are all the rage. Owning your community is key.
Email can be the bane of many of our lives. It just keeps gathering in our inboxes and sometimes it feels hopeless trying to quell the onslaught. But there is still something about email (both email marketing and newsletters) that works.
As I see it, there are two types of emails: the newsletter and the promotional or informational email.
The latter can seem much more like traditional physical direct mail and is something we're constantly trying to fight to reclaim our inboxes.
The newsletter on the other hand is a different beast.
Enter The Newsletter
Blogs are still here, but newsletters have taken over. Platforms like Ghost, Substack, Beehiiv, and others allow writers to share their ideas with their own community that they control and can move from service to service without the fear of being locked out of a platform.
Newsletters come in all types. But one thing sets the apart from other emails – they are informational and not transactional.
They share a story, message, or tips about a subject.
This is the email people actually signup for and want to get.
The Other Type Of Email
Now on the flip side are the transactional emails. These aren't "evil" per se and can provide information and promotions that people want to get. And guess what they work, often better than those social media ads that seem to know everything about you. (Those, IMHO are Evil!).
Promoting and selling via email isn't new. But the techniques have evolved. And you can clearly see those vendors who have evolved as well.
And you know what? Even with transactional emails you own your audience. No big corporate overlord can keep you from those who want to hear from you.
In the end, done right email can be a powerful medium for sales and information delivery. Done incorrectly your audience, like in all things, will walk away.
What do you think? Do you engage with newsletters and emails differently than you do with social media posts and ads? Let me know in the comments!
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