When life gets busy, you might be tempted to let your email list slide. Especially if you feel like you're not getting that much engagement from your subscribers.
But I don’t think you should.
And here’s where I could point out all the benefits of marketing your podcast via email: the proven ROI, the reach, the absence of social media algorithms that seem to change daily.
These are all valid reasons to keep hitting that 'send' button.
But in my opinion, emails are about something more than ROI. They're about community. Your subscribers are your community and in a community, people rely on each other.
In your email community, you committed to emailing your subscribers and they committed to hosting you in their inbox. You might think that this doesn't make them very committed to you, but they did show they cared about you when they opted into your list.
When you stop reaching out to them, you're breaking a social contract.
And that loosens the ties of your community.
A few years ago, I started volunteering in a home for the elderly in Nice.
When I first arrived, I was told I’d be reading the newspaper to the residents in the dining area. So I did. I showed up, introduced myself, read the paper, asked them a few questions and left. I couldn’t really see what they got out of it.
My audience doesn’t always respond. They shut their eyes as I’m talking. Or they might stop me mid-sentence with a non-sequitur question. One lady often reminds me that I need to leave soon, as it’s nearly lunchtime. The more mobile ones sometimes get up and leave as I'm talking.
I thought these were all signs of indifference until I looked closer.
My homies don’t always remember my name, but they do ask me questions about my life. I learnt that most of them prefer to listen with their eyes closed because it helps them concentrate. The lady reminds me about lunchtime because she wants me to know how the home's timetable runs, not because she wants me to go.
When they leave the table, it’s because my sessions are one of the few times in the home that they have the choice to come and go as they please. Some like to get up, leave and come back several times an hour.
On weeks when I can't go and read to them, they ask where I was and what I was up to.
As I was leaving the home last week, I took the time to turn around and look back at the building.
Two ladies were waving at me from the door.
Here's what I'd like you to remember: don’t wait for a sign that your list wants an email from you; you'll get the sign once you send the email.
Commit to your community.
And I'm committing to being here in your inbox next week,
~Sarah at CopyHop~
I'm Sarah Hopkinson and I write meaningful emails that help podcasters increase their revenue and build a community around their podcast.
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