Why you should never wait for a reason to email your list

Last week I shared a testimonial from corporate mindfulness trainer and Copy by McCune Client, Meris Gebhardt. Recently she also asked me a question about my wily email ways (Note: one of the perks of being a Copy by McCune client is that you get access to me via email consultations to ask any question I’m qualified to answer, whether or not it has anything to do with the project we’re working on together).

Ok, here’s the question she asked:

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“Hi Tyler, good morning!


Do you put much stock in "reason to reach out" approach to email campaigns?  I've subscribed to that thinking over the years. In OM's case:
+ new client announcements
+ recent studies
+ article I've/industry published
+ client testimonial
+ national [mental health awareness] month


Etc.
Thoughts?
M”

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My response:

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"Good morning Meris.

I don't. I recommend people email as often as possible and ideally daily (at least Mon-Fri). As long as the emails you send are useful and interesting, your best buyers will actually thank you.

Here's why I don't recommend waiting for a reason to reach out:

Put simply, if you're the leader in your space, you should always have a reason to reach out. The reason being to share your knowledge and insight with your audience (who signed up to your list to receive said knowledge). And the more emails you send, the more sales you're likely to make (again, as long as they're useful and interesting).

That being said, everything you listed can be incorporated into emails (for example, emails for mental health awareness month can be mental health themed). Here are my thoughts on each:

* new client announcements (this can be good if it has a selling angle, but I wouldn't add it just to have content)
* recent studies (again, if it helps sell your service add it, but I wouldn't have the call to action to be to the study, rather just reference it)
* articles (you can reference these articles — especially if you've been published in industry leaders for credibility — but I don't see any reason to send your email subscriber list to an article you've written except rarely or if you have a specific funnel/strategy for it. Rather, I'd use your articles to build your email subscriber list)
* Client testimonial (great to add into emails and a great way to make sales)"

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So there you have it. Email early and often, and use the above content to ‘spice’ up your emails. But don’t use the above content as an end in itself.

Because it’s not the end. The end is making a sale. So remember to always incorporate content into your emails with strong sales points.

Which brings me to the pitch:

To get me on your team to write emails that engage, build bonds, and create sales, simply reply to this email to set up a consultation to ensure we’re the right fit.

My schedule is booking up quickly (in fact, this is one of my most densely scheduled weeks in a while), so if you want to get something on the calendar for January or February, let me know soon.

Tyler McCune

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