
When it comes to your email newsletter we highly recommend that this go to people you already know but this could be a lot of people and so you need to think about your current clients and your past clients. You should also think about your colleagues, people you’ve met at networking events, maybe even prospects that you never actually did business with but you still interacted with and even to a certain degree friends and family those people are okay as well, you just kind of need to feel it out.
But really people have the option of unsubscribing from a newsletter, an email newsletter if they’re not interested in it, so I typically like to say as long as you know this person, you’ve had some sort of interaction with them or your business has had some sort of interaction with them, I say send it to them because at the end of the day referrals can come from anywhere and that’s one of the best values that your email newsletter gives you is it’s an opportunity to stay connected and top-of-mind with these people. So even the distant prospect that never hired you a year or two later might have a neighbor that has a need or he might have a need that’s resurfaced and it’s — if he’s been getting your newsletter it’s all the more likely he’s going to think of you at that time.
So casting a wide net is important but at least make sure you’ve interacted with the person in some way shape or form. When you get into email marketing like purchasing lists and things like that, well, that’s kind of more of a gray area and it gets a little bit messy there so we try to focus on the email newsletter as more of a relational tool and a way to stay in touch with people.
See all videos