A list of things an email list is for

You know that thing that happens when you sit down to work…

And get so wrapped up in one particular aspect of a project that you look up, it’s 5:47pm, and you’re like:

Okay, where am I right now?

Yea so (a) that happens to me all the friggin’ time, and (b) it happened to me more broadly when last week I recorded a podcast.

Now, turns out the podcast gods didn’t want that episode released and the audio got corrupted on my end so badly it sounded like a radio transmission from the aliens in Mars Attacks!

things email list swanson

(Sorry Joe, we’ll get ’em round 2!)

But after taking the time to walk through some more fundamental truths about email marketing for that audience, I realized that I’ve been so laser-focused on the “consulting lead gen problem” that I haven’t been evangelizing email in my usual way.

I wrote this a few months back:

I’m hoping to convince you that email marketing is more than just an outreach tool, an optimization tool, a sales tool, a client retention tool, etc.

That its true value is in the way it “glues” everything you communicate to your prospects and clients together in a convenient, robust, platform-proof way.

And so in that vein, here’s a list.

In my biased view, an engaged email list consisting of members of your target market can and should quickly become your preferred method…

  • For collecting feedback.
  • For soliciting testimonials.
  • For high-touch onboarding of new clients.
  • For introducing new service concepts that aren’t quite ready for prime time.
  • For incubating new, cool ideas with a ready and willing group of participants.
  • For exploring conversations “behind closed doors” that no one else in your industry is willing to talk about.
  • For creating a forum to explore common problems everyone in your little corner of the universe has but hasn’t had the time or insight to fully define.
  • For creating a fallback database if any piece of your software stack changes, shuts down, stops working the way you need it to.
  • For keeping business rolling when your website goes down.
  • For staying in contact with a robust source of potential clients if LinkedIn decides they don’t like you anymore.
  • For keeping the inquiries coming if Google introduces an algorithm change that halves your traffic overnight.
  • For augmenting everything else you’re doing marketing-wise.
  • For creating a “home base” for communication.
  • For a whole bunch of other stuff I’ll think of after I publish this.

Bottom line: You can get a lot of mileage out of a .csv file, an email service provider, permission, and some sweat equity invested in developing relationships.

The real question is: When are you going to start?

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