Nurturing vs Nagging

The email list is the single most important method of marketing to your customers. It’s more powerful than social because you’re in total control. But you already know this. In fact you’ve probably seen a thousand posts on email marketing on just Medium alone.

There’s a lot of advice out there and a common theme I see in email marketing is the “nurturing” process. This simple means a soft marketing campaign done over email. It’s a way not to be forgotten.

The general advice is to email a subscriber weekly or bi-weekly. Stick to a cadence. I see the logic and it may work for some but I think it’s too strange.

Imagine if your friend emailed you but only on Tuesdays. It would be peculiar right? Real people reach out if they have a true reason to.

As a brand you need to think about the value the email is bringing. It may be big news for you but is it to them? Is this update worth their time? Even two minutes is sacred.

When you show respect towards someone’s inbox it builds trust. And trust is the rarest but most precious thing a brand can build with their community.

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