Email vs. E-mail [Whiteboard Wednesday]

Think of the line in E-mail as disconnecting from your audience, take it out, remember to add value and continue building a relationship through email.

When learning how to build relationships through email marketing, it’s imperative to remember that email is still a one-to-one form of communication.

It’s a medium for communicating information, email has remained fundamentally the same, but over the past two decades, the content and messages conveyed through email have changed a lot.

We use email for personal communications with friends and family, but a lot of that has now shifted to social media, texting, and video chat.

As a result, we typically only use email for work or email marketing and we’ve lost the art of relationship building.

By changing our mindset and by using email to continue building relationships instead of promotion you’ll see instant success.

A lot of small businesses rely on building up strong personal relationships in order to do business. Whether that’s face-to-face or over the phone, that relationship is tied to the bottom line.

However, when it comes to email marketing, a lot of industry professionals simply don’t know how to maintain those same relationship-building skills through email.

This becomes increasingly more important when it comes to building up repeat and referral business too, as these small businesses rely on word of mouth referrals.

Email vs. E mail Whiteboard Wednesday computer

The following list demonstrates 3 things you need to do to build effective relationships through email.

1. Communicate with your list

Don’t make things awkward for your email recipients. Some of them you know and others you don’t. If you talk to them, be personal about it. Just because you’re sending an email to a large audience, it doesn’t mean you can’t write it like you’re talking to a single person. Customers want to be communicated with, not to.

2. Keep It Brief

Think about yourself for a moment, do you like reading long promotional newsletters? It’s like receiving a full page ad in the mail, how many people are actually reading that?

Top marketer Neil Patel owner of keeps his emails brief and to the point. He doesn’t need to sell himself, explain the entire blog or give you a sales promotion. He simply sends you the brief point and included the link if you want to read the rest.

Neil Patel Email vs. E mail Whiteboard Wednesday

3. Provide Value

When someone signs up to get your emails, this person is taking time to ask you to communicate something of value to them. This is where the value of content marketing comes in too. Think of email as being a mini billboard for your business in someones inbox is fine, but you still want them to read what you have to say so you had better make it worth their time. Plus, you already know your customers, and you probably know their interests and needs. Your emails should reflect this rather than being simply self-promotional.

Take These Tips & Put Them To Action

Email vs. E mail Whiteboard Wednesday phone

You could easily spend hours typing personalized emails to everyone on your email list.

You could also try and write an email newsletter that is both personal but applicable to all of your recipients.

Last week I created a video and blog post about relationships online. I sent out an automated email to my list asking them about our relationship together and if they wanted to see the rest I’d send the link. If they replied that’s when I jumped in, said a quick note and replied with the link.

Great content is an awesome place to start conversations and when you automate this process, you’ll be able to field individual email replies with a personal touch.

Finding the right cadence for your emails is definitely critical to ensuring that people have had enough time since your previous email.

You’ll want to keep your brand in front of them, the more they’ll associate you with your services.

Just don’t over do it to create the opposite effect.

You want to have your customers pass on your message, right? Then the content of that message has to be share worthy. If it’s not, then to the trash it goes.

But if you’re sending your audience engaging content that entertains or inspires, you’ll build up your brand evangelists.

This is where your content marketing will help you create increased word-of-mouth marketing opportunities.

The whole idea behind building relationships through email is that the pay off doesn’t have to be right then and there.

Meaning, that just because you send an email, doesn’t mean instant business. And that’s just fine!

These effective communication practices help you build these relationships over time, increasing loyalty, and nurturing these people to become even more valuable.

More importantly, they’ll become voluntary marketers, recommending you to others.

If all someone means to you is just another name on an email list, then the emails you send will be received as such.

This has a lot to do with the content that you’re sending to someone. If all you have to say to your email list involves you or your business, that’s not really inviting someone to have a conversation with you.

Trust me, they know who you are and what you can do for them.

Think about your elevator pitch. You wouldn’t simply walk up to someone and ask them for business. Make your emails inviting.

If you’d like to join my framework that shows you how to build online relationships with people by using automation, click the button below.


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