There are a few good points about web-marketing made in this panel discussion between Janek Gwizdala, Juan Alderete, and Damian Erskine. But perhaps the most interesting one comes at the end, when Janek recommends that you think of every single one of your emails as a reference tool for fans.
The goal is to get your fans to SAVE your emails so they’ll keep coming back to them for reference, or to click links to other important content.
To restate this in his own words: “Reference. Make sure whatever you’re putting in your emails is a reference that people have to go back to. You want them to keep that email in their inbox. You want them to keep coming back to your content…. The more reference text you can put in your email content, the better.”
Do YOUR fans save your email newsletters in their inboxes? If not, maybe it’ll help to start thinking of your newsletter as a reference tool — and then create or share content that’s worth saving.