Let me ask you a question… Have you ever signed up or bought something online and then un-expectantly, you get HAMMERED with emails?
I bought a light for my wife’s meditation room from Pottery Barn and without knowing it, I was automatically on the force feed diet of promo emails. I was getting daily (sometime multiple times per day) emails about lights, sofas and everything else I would need to deck out a room.
Normally I don’t mind getting emails from larger companies. I consider it to be research. I like to see what they put together – I like to see their offers, their frequency, their design, etc.
But these guys…it was even too much for me, so I unsubscribed!
This is what we’re trying to avoid! So, as soon as somebody opts in to our list, we’re going to be totally transparent and let them know exactly when and how we’re going to communicate with them.
Simple right…. but nobody does it.
This introduction campaign is quite possibly one of the easiest campaigns that we will ever put together because most of the time, it’s only one email – but the purpose is profound.
By being very clear up front we accomplish a few different things …
- We set the stage for the relationship.
- We in essence get their OK for this type and frequency of communication.
- We tell them what to do next.
- We start to build value.
Let me give you an example….
Here’s the one I use:
SUBJECT: Welcome to Black Dog Marketing! Here’s where to start…
Hey there … Mike Linville here and I’m the Founder & CEO of Black Dog Marketing. I wanted to take a second to say hello and welcome you to the family.
Seriously, on behalf of myself and the entire Black Dog Marketing team I want you to know that we’re truly excited and grateful that you decided to join us…
Here’s what you can expect from us…
We’ll publish fresh pet marketing content to our blog once per week on Thursday, then once it’s live we’ll send you an email with a short description of the new article, why we think it’s important for you and a link to read the full article.
We’ll also send you emails about new expert Black Dog Marketing courses, software and other cool premium resources from time to time BUT only once we’ve vetted them.
Here’s what you need to do now to get started…
STEP 1: Make sure you’re getting our emails!
Whitelist and prioritize all emails from “blackdogmarketing.com” and “Mike Linville”.
This is important!
If our emails aren’t getting through, you’ll miss all the important updates about what’s working in pet marketing right now (and you won’t receive the full benefit of being a Black Dog Marketing subscriber).
So please take the following simple actions to make sure nothing slips through the cracks:
1) Follow the whitelisting instructions for your email provider at this page:
2) If you are a Gmail user or you use any other web-based email that filters broadcasts away from your main inbox, be sure to “drag” any emails from Black Dog Marketing or “Mike Linville” into your Priority Inbox. (Again, you don’t want to miss something.)
3) Create a special “Black Dog Marketing” folder where you can archive emails from BDM as well as “Mike Linville” AFTER you have read them. This is important…DO NOT setup filters to automatically direct our emails into these folders, or again, you are likely to miss something. Simply move them manually to the folder after the information in the email has been consumed.
STEP 2: Let’s get social …
Take two-seconds and join Black Dog Marketing on Facebook or Twitter, as these are our primary methods of communication outside of email updates, and again you won’t want to miss a thing:
Mike Linville, CEO, Black Dog Marketing
P.S. Did you know there are actually 5 different reasons to market your pet business?… and building a big business in only one of them.
I’ll give you all 5 tomorrow, but for now spend a little time thinking about what it could be. If you’re anything like me, you’ll get more benefit from the “thought experiment” than from the answer itself.
Be cool, and introduce yourself when somebody opts in to your list. Let them know what they can expect and when to expect it. Being transparent will reduce the number of unsubscribes to your list drastically.
Now It’s Your Turn
Use the comments section below and tell me how do you introduce yourself to your subscribers?