Is it a Right or a Privilege?

By , Business Growth & Marketing Expert

Solo-E Certified Solo Entrepreneur Expert

Sandra P. Martini - Business Growth & Marketing Expert

As my ezine readers are aware, I recently moved to a new service and a new format for my weekly ezine The Martini Advantage.

It’s gotten fabulous reviews (thank you!) .

It’s also led me to ask a fundamental question:

In today’s world, is receiving someone’s ezine a “right” or a “privilege”?

While I’m still debating the answer for my business, I’m leaning towards it being a “privilege”.  Here’s a few reasons why:

  • I provide a TON of usable, real world content in my weekly ezines, in addition to a coaching activity. In fact, a reader recently told me that she prints them out and uses them as an action plan for her business.
  • My ezine doesn’t bombard you with promotional info and I don’t accept advertising to stay true to my mission for the ezine.
  • I put a lot of time and energy into providing quality content and want it to be valued.

So what does this mean?

At this point, I’m not sure, but am thinking it may be something as simple as “If you don’t open the ezine at least once a month, you’re off the list”.

Why would I consider doing this?

  • If you’re not opening the ezine, you don’t miss anything by my taking you off the list and there’s no need for me to clutter your inbox.
  • If you’re on my list, I want you to value the information and the time I put into giving you quality content — it you don’t open it at least once in a month, you’re not seeing the value.  And if you miss seeing the ezine in your inbox, you can always sign up again.

And to reward those who regularly open and read the ezine, they’ll get special articles, special perks, special calls, etc.

But what about the numbers?

I’ve said it hundreds of times…it’s about QUALITY, not quanity.  What’s the sense of having thousands of people on a list if only 30% of them open your emails?

Your list is actually the number of READERS (those who open), not the number who sign up.

Creator of Escalator Marketing, Sandra Martini specializes in showing small business owners how to create a business with multiple streams of revenue while living their lives.  Known for her "tell it like it is" yet nurturing approach, Sandy's clients benefit from her over 20 years in the start-up and marketing fields.

© Copyright 2010 Sandra P. Martini
4 comments on “Is it a Right or a Privilege?
  1. Denise @ Raw Brides says:

    I appreciate what you are saying but I may be one of those people who get kicked off your list!

    See, what I do is to set up filters so all my ezines go into a folder and bypass my inbox (so I don’t get distracted). Every few weeks, I go browsing in there, look for interesting subject lines and often I see exactly what I need for that time – sometimes in a very uncanny way. It might not have been perfect for me when it was sent.

    Luckily, I get to hear from you on Raw Professionals Online too!

    xDenise Duffield-Thomas

  2. Hi Sandra

    I read a lot of emails, and read ezines and emails via the window pane – i have a large widescreen monitor.

    This doesn’s count as being open so you may be penalising people like myself who find it easier to read this way.

  3. Hi Sandra,

    I can appreciate where you are coming from! Like you, I put a lot of high-value, high-content material into my e-zine and really want to come from a place of service.

    If people are just ‘hanging out’ are they really connected to our message? If not, I’d rather not be another “thing” to read or filter, and have them find a message that they are more aligned with.

    With that said, all too often I hear from folks who have been following me for years that finally feel *ready* to connect with me to do the work, so…..I’ve learned that often (not always) the reason why people hang out is b/c they are connected and they’re just going through their own inner process until such time as they really, really ready to take action…:)

    Thanks for initiating such an important discussion! I’m looking forward to hear how this unfolds…:) Rich, abundant blessings,
    Jennifer

  4. Hi Denise & Jennifer,

    Thanks so much for your comments!

    I agree that people take all different routes to choosing to work with us and we need to accommodate them, while also doing what makes sense for our businesses.

    An interesting note…my readership (aka “open rate”) increased by an average of 12% each issue since the above article. It’s a good thing. 🙂

    More info to come as I continue tracking,

    With love and abundance,

    Sandy 🙂

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