This video may sound a bit like it was recorded in a municipal swimming baths (actually it was my partner Al’S quaint West Country residence) but once you’ve got over that, you may find it useful.
That’s because it deals with something I must have been asked a thousand times: how often should I mail/email my clients?
This reminds me of another hoary old favourite: how long should the copy be?
And both remind me of the philosopher Bertrand Russell’s remark that “What men seek is not knowledge, but certainty.”
Some people think they should be talking more often, lest their customers think they are being ignored; others think they should talk less for fear of boring them.
The truth is, as so often, that it depends on a myriad things. In this 2 minute 6 second clip I get pretty excited about the subject – but don’t let that put you off.
By the way, I have just finished putting together the examples for the first How to Write Proper webinar.
Drayton
“Something interesting to say…” sort of begs the question: what is interesting, and to whom?
For now I'll go with what interests (and benefits) me about my product and calibrate from there.
“What is interesting and to whom” is something that is relatively easy to measure if you don't treat your audience as a wall you throw things at, but as people that in various ways respond to what you say. Response may be silent – you can just assess the opening and click through rate of your emails and – or it can be verbal, if you bother to ask, from time to time, what people like or dislike about your messages, style and frequency of contact. These are simple commonsense things thar Drayton Bird teaches and practices very well.
I totally agree with you, as long as you're not boring and you're adding value there's only good that can come from emailing more. I typically email my list twice a day. If I'm on vacation, I get loads of emails saying “Daegan are you ok?” if you add value daily you're missed for not aggressively sharing your opinion and value. I put together an article on this same topic on my blog not to long ago, I think it will add to the discussion: http://daegansmith.com/how-often-should-you-email-your-list/
I find Daegan's article highly interesting and revealing (though I don't know how “carnally” crept in – I usually associate that wonderful word with sex). His figures prove – to an extraordinary degree – something I have been saying for years – maybe decades: those who communicate most do best. There is a direct parallel with a truth about advertising which many firms are blissfully unaware of: those firms that advertise most are most profitable. Thank you, Daegan.