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Does Your Email Help or Hurt

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Every time you press send on that new email, are you doing your brand good, or are you doing your brand harm? The other day, Scott Stratten, author of the new book “UnSelling,” among others, was on my Social Pros podcast, and he has a really interesting concept in that book called the brand pulse. […]

Screenshot_7_17_14,_3_19_PM badge-jay-saysEvery time you press send on that new email, are you doing your brand good, or are you doing your brand harm?
The other day, Scott Stratten, author of the new book “UnSelling,” among others, was on my Social Pros podcast, and he has a really interesting concept in that book called the brand pulse. What he says is that you are never neutral about any brand. Your relationship with any brand is never neutral. It’s either slightly positive, highly positive, slightly negative, highly negative, etc., and that every single interaction that you have with that brand increases your love for that brand or decreases your love for that brand.
Screenshot_10_12_14,_2_35_PM-2I recently spoke at a conference in Sweden where we were talking about the integration of email in social media, and it really got me thinking how critical email is to establishing that love. That brand pulse is driven in many cases by email. It’s so easy to send email now. We already have the lists. You have amazing software. All you’ve got to do is press Go, and email floods out to all your customers and prospective customers in just a second.
But you have to ask yourself: “When you press that button, when they receive that email from you, is that going to increase their love of the brand or decrease the love of the brand?”
When you send email, if you’re not positive they’re going to love it, they’re probably going to hate it. It’s very, very easy to send email whenever you want to, but it’s very difficult to send email that people actually love. Before you press that send button, you think about whether that email is going to increase love for your brand or decrease love for your brand.

Sprout Social Shoutout

Screenshot_10_12_14,_3_30_PMToday’s Sprout Social Shoutout is for my friend Tim Hayden. Tim knows just about as much about mobile as anybody on the planet. He is also the co-author of a terrific new book on all things mobile commerce. I’ll tell you more about that as it gets closer. Great guy. Make sure you’re following Tim in social media and elsewhere.

This video is from Jay Today is my near-daily 3-minute video where I talk about social media, content marketing, business and life. JayToday is available on Youtube, iTunes (as a video podcast, and now as an audio podcast too), and at JayToday.tv.
01-sprout-social-logo-MAINThe show is sponsored by Sprout Social (which I use for my social media), and Candidio (a great video editing service).

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