How to Work Smart…Not Hard…in Email Marketing

Would you like to be sitting on your deck at 4 PM, relaxed and enjoying the beverage of your choice while the money just keeps rolling in without your attention…the way rich people do all the time?

Working smarter, not harder, is the key. The fewer steps you can take to succeed in achieving your goals, the quicker you reach the top, and the better the view.

In email marketing, working smarter, not harder, means:

  • Knowing your audience and all of the best methods of influencing them
  • Being very clear on what you want your communications to achieve
  • Setting expectations of what your emails will deliver…and delivering
  • Having…and using…good metrics to measure your achievements
  • Making adjustments if your message isn’t measuring up
  • Keeping your message fresh and relevant 
  • Sending emails that are recognized and valued by your subscribers
  • Reviewing and cleaning your email lists regularly

Eight steps…not eight pages of hard work.  And remember that your ESP (email service provider) can do a lot of the work for you.  That, of course, is a primary key for anyone who wants to work smarter, not harder…hire someone else to do it for you.  At least the parts that you don’t need to do yourself, or can’t do as well or as fast as someone else.   Then, you can spend your time doing those things you excel at, and bring the most value to your customers and your organization.  An excellent resource to find the best ESP for your needs is   There you will find an “apples to apples” comparison of the top providers of email marketing services, along with some great information to help you decide what will work best for you. 

You know that you have competition everywhere.  So if you want to work smarter, not harder, you need to set yourself apart.  Don’t worry about appealing to the masses.  Focus on how you can create a personality that may appeal to a smaller group of people, but create a more devoted, loyal following.  The more you try to appeal to “all the people all the time” the blander, more generic…and b-o-r-i-n-g your messages become.

Nurture your subscribers with relevant, targeted content.  Use your unique perspective and voice to connect, not just communicate. 

Dump non-responsive subscribers.  Yes, you will have to define “non-responsive” to your ESP.  Something like — “After 10 email messages, known to have been received but not opened, send one follow-up asking for feedback.  If no response, send the email address to the dormant file.  You may be able to send an unlimited number of emails for the same price, but non-responsive subscribers skew your metrics.   This makes it more difficult to make quick and effective changes. 

In email, content is still king.  What you say and how you say it…matters.  Be clear and obvious in what you say…before your first email is sent.    Set an expectation…and fulfill it.   Tell your prospects what they will get if they opt in…and when they will get it.  Then…let every email fulfill that expectation.

That’s working smart…not hard…in email marketing.


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