Podcast Summary: Episode 74 - "The Contract You Didn’t Know You Signed"

Title: The Email Sound Booth with Liz Wilcox
Host: Liz Wilcox
Episode: 74
Release Date: January 9, 2025
Duration: [Approximate based on transcript]

Introduction

In Episode 74 of The Email Sound Booth, Liz Wilcox delves into the foundational agreements that underpin successful email marketing strategies. Drawing inspiration from Chad White, a renowned email marketing expert, Liz elucidates the often-overlooked "social contracts" that marketers inadvertently sign when engaging with both internet service providers and their subscribers. This episode serves as a crucial guide for online businesses aiming to refine their email marketing efforts to not only build profitable email lists but also foster meaningful engagements.

Understanding Chad White's Social Contracts

Liz begins by referencing Chad White's authoritative work in email marketing, particularly his book, Email Marketing Rules, now in its fourth edition. White outlines two pivotal social contracts that marketers must honor to ensure their email campaigns thrive.

1. The Contract with Internet Service Providers (The "Internet Gods")

Quote:

"Send emails that recipients not only tolerate but engage with or your emails will be junked or blocked."
— Liz Wilcox [05:30]

Liz emphasizes that email marketers have an implicit agreement with email service providers such as Apple, Microsoft, Google, and Yahoo. These providers act as gatekeepers, determining whether an email lands in the recipient's inbox or gets relegated to the junk folder or blocked altogether. The crux of this contract is engagement; merely getting emails into the inbox isn't sufficient. Marketers must craft content that recipients find valuable and are compelled to interact with.

Key Points:

• Engagement Over Tolerance: Emails should stimulate responses, clicks, or other forms of interaction, not just be passively tolerated.
• Consequences of Non-Compliance: Failure to engage can lead to decreased deliverability, as providers may prioritize more interactive content.

2. The Contract with Subscribers

Quote:

"Send relevant emails at a reasonable cadence or we will opt out."
— Liz Wilcox [15:45]

The second contract is between the marketer and the subscriber. This agreement underscores the importance of relevance and frequency in email communications. Subscribers expect content that aligns with their interests and a sending frequency that respects their time and attention.

Key Points:

• Relevance: Emails must align with the subscriber's expectations and the reason they opted in. A mismatch can lead to disengagement or unsubscribes.
• Reasonable Cadence: Finding the right balance in how often emails are sent is crucial. Overwhelming subscribers can be as detrimental as under-communicating.

The Importance of Engagement and Relevance

Liz elaborates on the significance of crafting emails that go beyond mere tolerance. Drawing parallels from her educational background, she likens the necessity of engagement to the evolution from merely tolerating diversity to actively accepting and embracing it.

Quote:

"It's not enough that if you send me emails, I tolerate them. The Internet gods want me to engage with your emails."
— Liz Wilcox [10:20]

Engagement is multifaceted, encompassing aspects like content quality, personalization, and interactive elements. By fostering engagement, marketers not only comply with the first social contract but also build a loyal subscriber base that finds genuine value in their communications.

Maintaining a Reasonable Cadence

Balancing email frequency is a delicate task. Liz provides actionable insights into how marketers can determine and maintain an optimal sending schedule.

Quote:

"You have to tell them how much you're going to email them, and it's up to them to decide if that's reasonable."
— Liz Wilcox [22:10]

Strategies:

• Transparency: Clearly communicate the intended frequency during the onboarding process. For instance, informing subscribers about a shift from weekly to daily emails can set clear expectations.
• Flexibility: Allow subscribers to adjust their email preferences, enabling them to choose a cadence that suits their needs.
• Consistency: Regularity in sending emails helps in building anticipation and ensures that subscribers remain engaged without feeling overwhelmed.

Liz shares her personal experience of transitioning her email strategy while managing her RV travel blog and later her email marketing teachings. She underscores the importance of aligning email content with subscriber expectations, even if it requires making tough decisions like starting fresh with a new email list when pivoting business focus.

Practical Advice and Examples

Liz offers practical advice for marketers struggling with relevance and cadence:

• Assessing Relevance: Regularly review your email content to ensure it aligns with your subscribers' interests and the original intent of their sign-up.

  Example: If a subscriber signed up to receive updates on pop culture, deviating to unrelated topics like personal finance without prior consent can lead to opt-outs.

• Adjusting Cadence Thoughtfully: If considering increasing the frequency of emails, provide a rationale to your subscribers. Explain the benefits they will gain, which can encourage them to stay subscribed despite the increased frequency.

• List Hygiene: When a significant shift in content occurs, and it's no longer relevant to a segment of your audience, consider segmenting your list or even starting anew to maintain high engagement rates.

Conclusion and Resources

Liz wraps up the episode by reiterating the importance of honoring these social contracts to sustain and grow a profitable email list. She encourages listeners to reflect on their email marketing strategies and ensure they are fostering both engagement and relevance.

Additional Resources:

• Chad White's Articles and Email Marketing Rules: Liz recommends accessing Chad White's work for a deeper understanding of effective email marketing practices. Links are provided in the show notes.
• Email Marketing Membership: Liz promotes her Email Marketing Membership, a resource for marketers seeking ongoing support and strategies to enhance their email campaigns. Priced at $9 a month, it offers insights and tools to help fulfill the promises made in the social contracts.

Final Quote:

"If you want emails that your subscribers will not only tolerate but engage with, if you want to learn how to send relevant emails at a reasonable cadence... I want you to join Email marketing membership."
— Liz Wilcox [35:00]

Liz signs off with encouragement, reinforcing the value of maintaining these critical agreements to achieve email marketing success.

Takeaway:
Episode 74 serves as a compelling reminder that successful email marketing hinges on respecting and fulfilling the implicit agreements with both email service providers and subscribers. By prioritizing engagement, relevance, and thoughtful communication frequency, marketers can build robust and profitable email lists that resonate with their audience.