Mary Ellen and I met at an email newsletter company. So forgive us if we get a little nostalgic about emails.
But doesn’t it seem like email is making a comeback these days? With all the new platforms vying for our time and attention, sometimes it seems like your inbox is the only place you can find peace and quiet. So we set out to make a little love letter to email. Do you think we’ll get a reply back?
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Yes, Email Can Spark Joy
Ann has decades of experience in marketing, and to her, the key to writing a great email newsletter is simple: bring some joy to the equation. It’s actually advice she believes extends throughout the marketing spectrum. Show that you’re enjoying your writing, whether it’s an email newsletter, a blog post or a video. “I’m not saying that you’ve got to delight yourself and not worry about anybody else,” she explains. But that sense of fun will ultimately be felt by the audience.
And it’s the audience that Ann always prioritizes. Too many marketers, she says, get caught chasing the next subscriber, as opposed to the ones they already have. She believes that serving your existing audience well is a proven method for growing your audience:
“If you're serving those 1,000 people super well, what's the point of 10,000 people? If those 1,000 people are clicking on your links, if they're spending money with you, if they are referring you, what is the point of getting bigger just to get bigger?”
Email Puts You in Control
First, email has staying power. While social media can be fleeting, Liz points to Aweber research that shows people open emails for months after you send them.
The other big selling point of email is that it’s an owned channel. When you use a third-party platform like Facebook or Twitter, you’re reliant on a company’s algorithms, which can change at any moment. But if an email marketing platform does something you don’t like, you can simply change platforms. The list stays with you. To Liz, this control is essential for marketers:
“Facebook is like taking an Uber, but email is having your own car.”
When he’s not running talent matching platform Workshape.io, Hung Lee is busy curating and preparing his weekly newsletter Recruiting Brainfood. Recruiting Brainfood is an idiosyncratic mix of HR tech topics and Hung’s unfiltered commentary on the events of the day.
Hung never set out to create a newsletter that was explicitly political, but the mix quickly became a natural fit. “People enjoyed my commentary” on politics, he said. But he also believes that politics and world events cannot be separated even from a topic like recruiting. “If you look at some of the major political things that are happening in the world right now, a lot of that is linked with work,” he explains. “We need to care.”
Hung also emphasizes that part of the reason he can engage with these topics is the trust he builds with his audience. That trust and consent are key to the success of Recruiting Brainfood:
“Once you have someone who has consented for you to be in their inbox, they’ve trusted you with it. They suddenly pay attention to it. And suddenly you’re able to get much stronger engagement as a result of that consent being given.”
Resources Mentioned in This Episode
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