I get a lot of e-mail from subscribers.
And even though it’s time-consuming, I respond to as many as I
can — which is most.
I believe that when you make your e-mail marketing a two-way
communication, you build a stronger relationship with your
The result: greater engagement, more readership, and increased
sales when you offer your list a product they might like.
A week or so ago subscriber JI sent me this brief e-mail:
“I enjoyed your article today. I like the way you communicate
what you believe and how you respond to people.
“At the same time, I see that I can leave a conversation with you
while taking away my own view of life without hurting your
“It’s nice getting to know you over these years and I do love you
as a person for what you are giving the world. Thank you.”
And subscriber RM writes:
“Wow! Thank you so much for your timely response. That was the
first time I had responded to a posting by someone as famous and
accomplished as you and I in no way expected to hear from you so
“This speaks volumes to me about your quality and dedication to
helping others. A fairly rare quality in this day and age from
my experience in the business arena.”
I know from publishing The Direct Response Letter for more than a
dozen years that, like JI and RM, many of my subscribers
appreciate that I am accessible — both via e-mail, Facebook, and
Conversely, I have heard many say they dislike it when they write
to the publishers of their favorite e-newsletters, and all they
get in return is a canned auto-responder message — usually saying
the author is too busy to reply personally.
Maybe I am stupid to maintain a dialogue with my subscribers —
Lord knows I’m busy enough.
But I do it for three primary reasons:
>> First, I think if you have a question or comment, you deserve
a personal response from me.
>> Second, I enjoy hearing from and talking with my readers. Some
reach out to me only once in a blue moon. Others are regulars. I
>> Third, it lets me know what you are interested in, so I can
produce content that is useful and relevant to you.
I believe the give-and-take interaction between an editor and his
subscribers enhances the experience of getting the e-newsletter
for readers and adds value.
So I plan to continue it for both the immediate and long-term
And thanks for reading my e-mail essays. It’s much appreciated.