Before we get into a serious discussion about email marketing, we first have to get you over the emotional hump of spam. Here’s a quick way to do that. Picture this: A new friend asks you to send him an email to remind him of a dinner you’re having with a group of friends on Saturday night. He then gives you his email address so you can send him the restaurant details.
Would you consider that spamming your new friend? Of course not. He wants to know where you are supposed to meet. In fact, he’ll feel disappointed and neglected if you don’t send it. He might miss the dinner, and that will leave him frustrated with you. He believes that the content of that email is valuable, and therefore he wants to receive it.
And that, dear reader, is the core of good email marketing. The emails you send to your customers (or prospective customers) have to contain the exact, valuable information they expect to receive from you when they give you their email address. You tell them what you are going to email them, and then you email it to them. I’m afraid that’s as complicated as it gets. But if you violate that simple rule, you are spamming people. Period.
That is also how you build your email list. One person, one individual, at a time. I have added hundreds of people to my email list, simply by asking them to be on it when they hand me their business cards. A face to face enrollment is an awesome way to get people on your email list, and it also reminds you of the sanctity of the agreement you are making with them when they say, “Sure, add me to it!”. If you have read and emotionally internalized what I have written here, then you will know exactly where this next section is headed.