Never Send An Email When You Have Nothing To Say

Marketing email tips

Marketing email tips: There is only one thing worse than failing to communicate with your subscribers…and that is talking to them too much.

So here is one of my golden rules which you ignore at your peril:

  • Never, ever, send out an email to your list when you don’t have something useful to communicate.

This can be a mistake if you commit to send out weekly (or heaven forbid daily) emails to your subscribers so that takes us on to our second golden rule:

  • Never make promises that you are unable to keep.

So, therefore, don’t ever promise to send a weekly newsletter unless you know, for absolute certain, that you will have enough information to provide that content.

Your subscribers are fickle. Just because they have signed up does not mean they are yours for life. Far from it. It is good to assume that every time you send an email you may potentially lose a segment of your list – those that don’t like what you have to say and who can be bothered to hit the ‘unsubscribe’ button.

So even if you have written an email don’t automatically send it.

Read over it first and ask yourself this question: “Does this email contain useful information which would be of value to my subscribers?”

If the answer is “no” then don’t send it. Either rewrite it so that it does contain some information of value or just don’t send it at all.


Patrick Griffin

Patrick Griffin has been marketing online for 15 years. He's a serial entrepreneur and an avid email and content marketing enthusiast with a background in publishing and journalism, including a UK Press Award.

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