Consistency beats frequency.

So, when you have the front of your website and you have 'Welcome to Mega Community' or 'Mega Coworking', and somewhere in the bottom right-hand corner it says 'Keep in touch' or 'Sign up for updates', and that's your email newsletter.

That is about as much incentive to sign up as sticking your head in a vat of boiling oil.

There's no incentive. And when I say incentive, I probably mean more attraction.

But if you say something like 'Sign up for our newsletter', and then there's something about the five biggest things, or the five most incredible things that are available as part of being in your coworking community, and then you send this little email sequence.

And most of those questions will be what people ask you every time they come in for a tour.

So you're giving people a lot of information. You're saving them time. You're saving yourself time. And then you can link to all the other exciting things on your website.

So it's an information sequence. And that is way more interesting than 'Sign up for updates.'

This week I went to a hundred London coworking space websites, and only 25 of them, maybe 26, had an email sign up box visible on the front page.

A few more I managed to find after I'd hunted around or looked at the bottom of an article. Most of these blog pages or article pages were very hard to find anyway. It's like they didn't want you to sign up for anything.

What I find nuts is how people will happily put their social media icons in the top bar of their website, thinking that's how you will stay connected to them and get their sales funnel.

There's years of evidence showing that an email is worth a lot more than a social media follow. StoryBrand estimated that someone giving you their email address is the equivalent of them giving you £20. That's how much trust and connection you need to build, and that connection is much stronger than a social media follow or like.