The problem with waiting until you have something to say

I was talking to my mate the other day, and we don't often talk about business stuff, but he said he had fifteen thousand people on his email list. I said, how often do you email them? Once or twice a year, he said, when we've got something to say.

First alarm bell: how do you have a business and nothing to say?

Really think about that.

And of course, when he sends those emails, fifteen thousand people, ten percent off the thing he sells, he gets a result. But if he emailed those people every week, every fortnight, something useful, how to use the product better, the engagement and consistency would be higher.

When they opened that email they'd know who it was. The relationship would be way stronger, the trust way higher.

And quite a lot of people would buy that thing a couple of times a year, but they'd buy it more if they got more emails.

I quite often say, "If you were to gather all the people on your email list in the same place at the same time, you'd spend weeks, maybe months, preparing for it."

people make sending an email a lightning strike event, and it takes so much energy to do that one email. Whereas when you send things more frequently, you develop a nose for news. You become much more in tune with the people you're communicating with, and it is strengthening the relationship a little bit at a time.