So you’ve got this great email thingy that sends out email blasts whenever you want. You can keep customers and prospects informed about your business, your ideas, and your promotions. Before you hit send, put yourself in the recipients’ inbox in order to prevent stabbing your reputation in the back.

Who’s the message from? It’s better when the message is from a person in the company rather than the company. Companies and departments don’t write emails or build relationships. People do. Receiving emails from marketing@domainname or sales@domainname is cold. Customize your email service to warm the relationship, not stiff-arm the customer.

How often is too often? Today I received an email message and a mobile message from the gym where I’m already a member. The messages arrived minutes apart. They didn’t respect my space by not offering an iota of breathing room between touches. My immediate reflex: unsubscribe (I did).

Oh come on, it’s me. Cut it out. This company sent me a promotion to become a gym member when I’ve been one for a year. Know who these people are and what their level of interaction with you is. Remember: you’re writing to people, not just email addresses.

One generic email sent to one generic list is not enough. Don’t have one list. Have a few. Don’t have one stock paragraph of content. Have a few. There are current members, non-members, people who have inquired but not joined, people who have let their membership expire, etc. All these people need to be written to a little differently based on their level of interaction with you. The more meticulous you get with your lists and messaging, the better your response will be.

Email services are powerful tools that have to be used with care, but most importantly, with the utmost respect to your recipients.

Thanks for stopping in. Questions? Comments? Bring ‘em on.

I hope you’re well.