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Email marketing

Why Do We Send Email For A Living?

The thing about tough questions is that they really require some “sit still and ponder” time, don’t they? Just this week, a business partner sent me a video link (it’s included a little later in this blog post). If you don’t have 18 minutes to watch the TED talk video, here is the low-down.

In the video Simon Sinek poses the following:

  1. As a business you know what you do to generate revenue
  2. You also know how you go about doing it
  3. But the real question is – Why does your business do what it does?

And the reason why the 3rd question is the toughest is because only the best businesses and leaders in the world start with identifying the “why” first. Rather than starting with what they do as a business, they start with why they are in business.

And it’s important because people don’t buy your product or service, they buy why you are in business.

Think about the coolest companies in the world at the moment. They dont lead with what they do, they lead with what they are about. The stuff they believe in.

Uber doesn’t say “We are a taxi business, here are our rates per km.”

They stand for an efficient and safe mode of transport, which is accessible to anyone around the world, who has a cellphone in their hands.

You see the difference?

So let’s have a look at our business for a second.

  1. What do we do?

We send email in exchange for money.

I mean you cannot get a more straight forward answer than that, can you?

2.  How do we go about doing that?

Well, we charge clients to send email and we bill for design, reads, leads, clicks, and email opens (we have services we offer like any other business)

This stuff is easy, right?

3.  But why do we send email for a living?

Mmmmm. Good question. So why do we send email for a living?

Since I watched the video, I’ve had this nagging feeling in the pit of my stomach that I should know the answer to this question. Why doesn’t it just roll off my tongue? If you asked any Apple employee why they work at Apple, they wouldn’t flinch and would probably offer a retort that sounded something like this:

“We want to make beautiful products that are easy to use. And we want everyone in the universe to own an Apple product”

I’ve spent a couple of days thinking about our “Why”. And here it is:

We believe every business should be making money from email marketing, while still offering value to their customers and prospects.

Pushing the email send button takes a second. Making sure you get a return on your email send takes effort because you need to think about the following questions:

  • Am I offering enough value?
  • How does that value translate into revenue?
  • Is that revenue sustainable?
  • How do we grow that revenue?

And we spend 12 hours a day thinking about these questions.

If you are a business owner, I challenge you to find your “why”. If you don’t own a business, I challenge you to ask your boss the question.

Here is the link to the video.

If you want to make money from your email database, and still offer value to the email recipient, drop us a line.

It’s our “why”

Until next time.

Brendan

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