Jarrang

I had the pleasure of working some great people when I first moved back to Cornwall, namely Stafford Sumner and the then team at Jarrang. What they taught me about email marketing has stuck with me throughout my career, and it has meant that email is a channel I have always enjoyed looking after and showing employers, and now clients, how to make it work for them. They are true experts in the field of email marketing, so I count myself lucky to have spent time with them. Email marketing analogy of the week...it's like hosting a dinner party. Get your guest list right and it's a great experience. Get it wrong and its car crash TV like a bad (or good) episode of Come Dine With Me. Growing your email list requires an effort that focuses on getting people to subscribe who actually want to be there, we are talking quality over quantity. If you get the menu right it's a night people will talk about for years to come, a bad menu is a poor score on the Come Dine With Me-ometer and some slander in that taxi home. So, email needs to be about fresh and inviting content, your subscribers have opted in because they want to hear from you, so don't give them stale, old or reused content for the sake of it. If you don't provide quality content then your are likely to wind up as spam, and I'm pretty sure few dinner parties that serve spam score a 10. Guests and email subscribers alike need to leave feeling full, happy and most importantly like they had a good time. You need to add value with email, share knowledge, tips or unbeatable offers and ensure you are creating enough inspiration for them to come back again and again. Once dinner is done you might want to find out what they thought of the evening, you needn't go cold on them. It's much the same with email, you need to keep in touch, keep them happy and interested. Email is great, it isn't intrusive or spammy when don ethe right way, and unlike other channels it's a hard and active opt-in. Subscribers are telling you they want to know about you and everything you do, so do it well and use that to your advantage. Email opt-ins are an invitation to build a lasting relationship, one with shared value that allows you to nurture and drive sales and lead generation. It doesn't matter if you are building a huge ecommerce list or if you are just getting started, the goal is the same, be thoughtful and engaging and provide real value, your subscribers appreciate it. Another week of posting done. Smug.