June 1, 2016

Make your emails more valuable (part 1)

At about 6PM every Sunday my phone rings. I don’t need to look at the display to tell who the caller will be. “Urgh. I better answer it,” I say to Linzi.

My Mum rings me every weekend, like clockwork. She never has very much to say. She’ll talk at me for ten minutes, and I’ll respond with a series of ‘hmmmm’s’. And ‘uh huh’s’. And ‘mmmmm’s’.

While her calls are as punctual as the rising of the sun it isn’t something I derive much satisfaction from.

We were talking yesterday about email frequency. Something I mentioned towards the end of the article was:

If your message is important enough (and therefore valuable enough to your recipients) there will be some people on your list who want to hear from you every day.

This raises an important point. The question of frequency is only worth discussing if the emails you are writing are actually valuable to someone.

Normally when somebody tells me they are thinking of writing ‘once a month’ what that really means is:

‘I’m not convinced my information is valuable. I’m not convinced anyone will want to read it. My emails will be in intrusion, or an annoyance. I don’t want to annoy people, so I won’t write too often’.

If my Mum were to phone me once a month I would be perfectly fine with that. You don’t want want the same communications arrangement with your readers as I have with my Mum. Without family ties and blood obligation they will opt-out.

You want to show up instead as a trusted friend who has a good track record of providing valuable insights.

One of the ways to make your emails more valuable is to provide insight rather than information. The world is full of people providing information. What is desperately scarce is insight.

The information you provide in your emails might be termed ‘the lines’. What people really want is your assessment of what exists in between the lines. People want the subtext, not just the text.

When you are able to read between the lines on the things happening in your market you instantly become more valuable to your audience.

Yes, people want information. But more significantly they want your opinion or take on that information.

Anyone can rehash information. Nobody but you can provide your experience and insights.

We’ll talk about a second way to make your emails more valuable tomorrow.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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