The One About Reading Your Own Emails

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Before you send another email to your mailing list, do us all a favor and test that message.

I gave you permission to send me something. I hopped on your list and look forward to the messages. Permission requires respect.

Unsubscribing is easy when I don’t see value.

Unsubscribing is easy if I don’t feel like you value my time.

Unsubscribing is easy when my need for information doesn’t match your methods.  

Send that email to yourself or send it to a trusted friend/spouse/colleague. Then read it…really read it from top to bottom. Bonus points if you look at it on more than one device. If at any point you feel the urge to break away, that’s a sign to refine.  

If you dont’ like reading it all the way through - why do you want me to?

It’s called testing...do it.  

Do you think that the bulk of the time is spent writing the content? Would you be surprised to know just how much time goes into the layout? Obsessing about the first glance, obsessing over where the image lands, obsessing not just over the words, but their shape, their flow, their look.  

To me it’s a sculpture.  It’s a fluid one since everyone may see it a bit differently. I want to make sure that it’s lovely in every way.

Your words matter, and they glow when we take the time to package them in just the right way.

I subscribe to a lot of lists. Some for the topic, some because I want to see what the say, how they say it, and the pomp and circumstance involved. I subscribe to lists about topics I know nothing about, or have nothing to do with my wheelhouse...but I like the company, or the brand...or something obscure resonated. Your job isn’t done when you’ve checked the spelling and ensure the links work (you are doing that, right?). Your job is done when you want to eat the meal that you just prepared. Because if you don’t, why do you want me to?