How to Prepare Your Business So You Can Enjoy A Vacation

Wooden lounger on beach
Image: Vacation in my backyard by Mandolin Davis on Flickr

Vacations are one of the many things sacrificed by startup business owners. Even those working online. Even if the business has been running a couple of years it can still be a challenge to step away from the emails, posting and creating that working online involves.

Yet one of the supposed advantages of having your own online business is that you can go anywhere at any time and still have the busines running. The problem is business owners believe that going on vacation means they’ll slip from the minds of their list and social media contacts, lose money, and return to a pile of work.

If you are to genuinely leave your business and relax it’s important to make plans to take vacations. You have to decide and work out how you are going to turn off the computers, disconnect from social media, and spend time away from your daily work.

Here are six ways you can prepare your business for your vacations.

Have Systems

You cannot expect to select appropriate software or give someone a task if you cannot explain what the task entails. This is where systems come in. You should have a clear process for every important part of the business that you will need to continue if you hope to go away on vacation. This can seem daunting, but it’s really just a matter of recording what you do as you perform each task and then reviewing it to check another person can perform the same task and produce the required results.

Create an Appropriate Schedule

Control the flow of work in and out of your business during your vacation by careful scheduling. Set deadlines that ensure everything is prepared for the vacation period. Knowing everything is in place before you leave creates the piece of mind you’ll need if you are going to enjoy your time off.

Use Automation

It’s an online business, so using automation should seem an obvious solution. There are plenty of things you can automate and there are some things it is best not to. For example, you can automate delivery of content. Autoresponders to send emails to your list and other software to schedule your social media posts. You can also automate parts of your business that do not directly interact with customers, like bookkeeping and computer backups.

As a general rule, if it doesn’t directly affect your clients, consider automating it, especially if it does not make your business seem less ‘human’ and friendly. However, beware of automating anything that responds directly to your customers, like customer service. This sort of task would be better given to a team.

Build a Reliable Team

If you want to run your business so that it continues as usual whether you’re there or not you are going to have to build up a team. Identify the tasks that need creativity or a human touch and find people or outsourcing companies that will meet these needs. Using individuals or companies each have their advantages. A company can be more reliable than an individual, simply because you will not be depending on just one person. However a person that understands and meets your needs exactly can be better than a company with many clients competing for their attention.

Find a Partner

If you cannot yet afford to build a team or outsource, consider going into partnership with another business owner who does the same type of work as you. There are a number of advantages to online partnerships, including having an agreement that each partner will take over some of the work of the other during vacations.

Build Up A Passive Income

There are plenty of opportunities for passive income online. Affiliate marketing, blogging, and adverts leading to automated sales and delivery systems can help make your business less reliant on other income sources that demand your active participation. Build up a passive income and the ability to schedule blog and social media posts for while you’re on a vacation, and your business will hardly notice your absence for a couple of weeks.

As an online business owner you can easily take a laptop or tablet on vacation and keep working from anywhere with an internet connection. However, if you want to completely disconnect for a period of time there are ways to organise your business so that you can have a genuine vacation.

Is the next phase of video marketing begining to appear?

Video player with mouse cursorIn the last couple of months two of the largest companies online have rolled out services that could have a massive impact on the future of video marketing.

Facebook Live has raised its profile considerably this month. A couple of weeks ago a Californian man broadcast the birth of his son, though he later revealed he hadn’t realised the video would be seen by hundreds of thousands of viewers around the world. In just the last week a video of a woman laughing hysterically whilst wearing a Chewbacca mask was watched by more than 50 million people the first day it was released.

There is great potential here for marketers.

Live currently lets you broadcast from your smartphone for up to 90 minutes, but it looks like within a matter of weeks you could be able to keep on streaming for as long as you like. The rumoured drawback is that you won’t be able to release a recording. Nevertheless, this seems like a great opportunity for those who do live webinars to promote their business.

It has been estimated that Facebook video is up to four times more shareable than any YouTube content posted on the site. Facebook users can send invitations to friends to join them on live streams and the degree of interaction is also increased, with Facebook Live content generating ten times more comments than standard videos.

The prospect of targeting Facebook Live the same way you can target Facebook advertising means that content could be delivered to precisely the  audience it is aimed at.

Other anticipated upgrades to Facebook Live includes the use of metrics to identify which portions of a live video create the most viewer engagement. This will enable later viewers to skip ahead to the most popular parts of the recording.

Also in the last couple of months Amazon has announced Video Direct, a move seen by many as an attempt to challenge YouTube, Vimeo, and Facebook.

However, Amazon seems to have set up their new service so that it is most likely to be used only by professional video creators. This makes it an obvious opportunity for media companies, music promoters and online marketers. Currently the service is only available in the UK, US, Germany, Austria and Japan. Content can be monetised by playing ads before viewers can access the content or the content can be bought or rented advert free. Recorded content can also be made available for free to Amazon Prime members. Just imagine the potential audience.

There is also the option to package a set of videos together and offer them via a subscription. A potential opportunity for any online marketer who already has a video-based course in their product range.

As with Facebook Live this latest development from Amazon also holds great potential for those wishing to target a specific audience. With the amount of data Amazon has regarding what people have bought and what they’re most likely to buy, you can imagine how that can help identify and target an audience for a specific set of products.

Change is the one constant online. The latest developments from Facebook and Amazon could point the way to new opportunities in internet marketing. With millions online watching billions of videos it’s surely an opportunity too good to miss.

Is Your Marketing Supporting your Business?

Two common mistakes made by new internet marketers is to start a blog and then not promote the material they create. If you decide to have a blog, and you know why you have that blog and why you need to market, you’ll be more likely to maintain your blog, promote your content and see your business thrive.

It’s important to have an idea of what your online business should be doing and how you should be making people aware of what you do, otherwise you can lose focus and waste effort. The best way to focus on these aspects of your business is to have plans.

A good business plan should summarise the overall strategy for your business. It should include financial details, market research, details of your products or services, and overviews of your operations and marketing strategies.

Your marketing plan should outline your strategy for social media, content marketing, pay-per-click marketing, or whatever marketing tactics you intend to use.

Producing useful business and marketing plans sounds like hard work. That’s because it is. However, they don’t have to be produced instantly. In fact they should be working, evolving documents that help you guide your business.

Having business and marketing plans that work together gives your business the following advantages:

A Consistent Brand

Your business plan should address your mission. As I’ve said before (your mission statement as a way to focus) this doesn’t have to be a specific mission statement, but it should give you direction and identify why your business exists, for whom, what you deliver, and how you differ from your competition. Knowing this will help you create a consistent brand and communicate it to your audience.

An Appropriate Marketing Budget

Deciding an initial budget for your marketing and predicting cashflow as your business grows will enable you to keep to marketing strategies that support your business, not threaten it. This may mean starting with free social media channels and only spending on advertising once you start making money.

Marketing Goals

You can set marketing goals that are alligned with the overall objectives of your business. These can include reaching a target audience appropriate to the stage your business has reached, explaining the advantages of your products or services, or generating enough prospects to enable you to hit sales targets. Set measurable goals and you can monitor your progress against your business targets.

Flexible Marketing

If you are monitoring your marketing performance you can stop investing in areas that are not working well and divert your budget (whether that is in terms of money, time, or both) to areas that are. One of the advantages of marketing online is that there are a number of strategies and channels that you can test to see what works best. This makes it easier to keep your marketing focused in areas that can grow your business.

If your business doesn’t have the above advantages it’s time to review your business and marketing plans. If you are to make the most of your resources and opportunities they have to work together.

Useful Resources To Get Analytics For Your Emails

You are probably aware of the importance of measuring traffic to your website, but are you also measuring the effectiveness of your emails?

Your email marketing should have a goal. It may be to grow your subscriber base, generate more leads, or to convert your existing leads to customers. If you are not measuring your results you won’t know how to improve your chances of hitting your goal.

The email client you use may have some analytics features. Aweber and Getresponse offer some clear and useful analytics. However if the client you use is not giving the information you need you may want to use an alternative software or service. Here are three alternatives you might consider.

Litmus

This service lets you test and track your emails. You can preview pages for desktop and mobile, test your email to see if it will pass through every major spam filter, run page tests, know how your email looks to customers who turn their images off, and more.

Mailjet

This site uses an adaptable and intuitive interface to help you track email delivery and activity across devices. You will know whether your subscribers opened an email, clicked on a link, unsubscribed, or reported your email as spam. You can send up to 6,000 free emails a month or pay if you send more.

SpiderTrainers

An alternative approach is to outsource your email marketing analytics and data collection. SpiderTrainers will do it for you. They can figure out what data you need to know, and how to collect it, then send you analytics reports.

When you are planning an email campaign you should keep the goal in mind. Decide in advance what information you need to know, how you’ll gather it, and how you will use the results when you have gathered them.

The above is just a small example of the services and software available. If you’ve used any of the above please let me know what you thought of them or suggest any alternatives you may be aware of.

4 Ways To Focus For More Effective Content

Dictionary definition of focusWhen you are planning any business there are some basics you should know. Not just your area of expertise, or how to run a business, but you should have researched and discovered several things about the market you are targeting.

You should know the broad audience you want to serve, that the audience is easy to reach and large enough to build your business on, and how you can serve them.

This focusing makes your business more effective.

Focusing for effectiveness is also important when you are creating content. If you are going to create content that is going to attract, engage and delight your audience you will need to focus in the following areas.

Your Audience

If you don’t know who your audience is enough to create in-depth audience profiles or personas, then you need to do more research. Your business may have one major audience such as “Women who want to eat healthily.” But that is a very broad audience. You need to narrow that audience down to specific women within a certain income bracket, married or single, mothers or without children, how much free time they have, etc.

It may be counterintuitive, but by marketing to a very specific persona you can make more sales. The people you target will feel as if your content speaks directly to them, and they will be more likely to respond.

The Purpose Of Your Content

If you understand the purpose of your content it will be easier to make it effective. Do you want the content to raise awareness of your brand? Are you trying to teach your audience something so they can understand how your products are better than those of your competitors? Or are you trying to promote what you offer and encourage more sales?

Knowing the purpose of your content will help you decide the type of content to create to get the results you want.

Your Keywords

You also need to focus the keywords you use in your content. Don’t overdo keywords. Select just a few at most that are relevant to your content and what your audience is most likely to be using in search engines. You should also select keywords based on your niche and the products or services you wish to promote.

Once you have selected your keywords you should be looking to put them in specific places as well as your main text: titles, headers, sub headers, and anchor text. Don’t try to force them into the text. Often the best way to include keywords is to write the post or article while focusing on creating good content, then go through what you have written looking for opportunities to include some of your keywords. Be careful not to overdo this as you do not want to be penalised for “keyword stuffing”, which can lower your Google page rank.

Where You Promote Your Content

It’s no use having targeted content if you don’t put it in front of the right audience. Today social media and paid advertising can target your audience extremely accurately. However they can also tempt you to publish your content everywhere.

To make the most of your content you need to place it where your most responsive audience will see it. This may be on a blog, mentioned on a forum, or posted on platforms that appeal to your audience. If you have done your audience research you should know the best places to present your work.

To create effective, targeted content you have to make sure it is focused. That means understanding your audience, deciding the purpose of the content, including the right keywords, and finally promoting your content in the most effective places.

How To Avoid Suffering The Loss Of Your Online Business

Wikimedia Servers-0051 18

Imagine you have a website that receives a good supply of traffic, converts a decent percentage of those visitors to customers and provides your bank account with a healthy stream of income. Now imagine that the website, its domain name, and all the email accounts connected to the site disappear in an instant and you cannot restore it.

No website to trade from, no visitors converted to customers, no way to contact your customers, no income.

A Real Catastrophy

During the last couple of weeks this nighmare has been happening to a number of businesses. All due to two facts. The website was hosted with a company that is capable of huge errors and, most importantly, the website owners had no backup to use to restore their websites.

On 16th April the hosting company 123-Reg started a clean up process on its servers. This included their virtual private servers. These have many of the features of the more expensive dedicated private servers, where only your websites are stored and no on else’s. Storing your website this way makes it more secure from being influenced by other websites, but it can be very expensive.

A cheaper alternative is a virtual private server (VPS). This hosts hundreds of websites while mimicking the functionality of a private server. Unfortunately the script used in the clean up process included some code that identified some live VPSs as empty and therefore effectively deleted them.

A total of 67 servers were affected. There has been no statement about how many websites have been affected, though the company has been emphasising it’s a small proportion of the 1.7 million UK sites that they host. To make things worse 123-Reg does not keep backups of customer data.

As you can imagine there has been scathing criticism of 123-Reg on social media. While some businesess have effectively disappeared, 123-Reg has suffered a colossal drop in customer and industry confidence.

The catastrophy seems to be down to a combination of human error, poor processes in auditing scripts, and insufficient hardware capacity.

So, could you have coped if this had happened to your hosting company, or would your online business have disappeared without a trace?

The key to being protected from such events is having a good disaster recovery strategy and maintaining separate personal backups.

Backup Best Practices

The idea is simple. In order to make sure your data is safe, you make a copy of it. If something happens to the original copy you can always use your backup copy. Any damage can be easily undone by replacing or restoring from your backups.

Any backup solution should have the following four features:

  • Redundancy

You shouldn’t consider data as backed up unless there are at least two copies of it. You should store these copies separately. Ideally you should have one copy stored completely offline, on something like a Smart Card, portable hard drive or compact disc. However be aware that this hardware will need to be replaced regularly as each has a finite accurate data retention lifespan. With data stored offline there is a minimum risk of malware infection and you can be sure that it is truly disconnected from your online copy.

  • Secure locations

Don’t store backups on the web server. Apart from the possibility of some calamity occuring with your web host the backups could contain old software that is vulnerable, and because they are in a publicly-accessible location, they could be exploited.

Backups should be stored offsite and, as the 123-Reg disaster shows, not on the same server as your website. Other scenarios that make a server based backup useless include infection from malware and malicious attack. If you are using a WordPress plugin to make backups make sure you download a copy of each backup to your computer immediately. Off-site backups help protect your data from attackers and it also helps protect against hardware failure.

  • Automation

If there is no automation there is no guarantee that backups will be made. Without an automated system many people tend to forget or become lazy when it comes to making backups, especially if the website has been problem free for some time. Decide how often your data should be backed up and make sure the automated schedule is good enough. There may be some critical data that needs to be backed up more regularly than your site’s static data.

  • Practicality

It’s no use having backups if you can’t use the data to recover from a potential disaster. You need to regularly test that you have a practical solution by doing a test run. Using a test domain and only the files from the backup make sure you can get your website online.

This won’t necessarily mean a full restore. If an error occurs in one file that affects your whole website you can recover by simply replacing the single file that contains the error. This is much quicker than a full site restore. So make sure you know how to replace as well as restore, or that you have easy and quick access to someone who does.

Some website owners who lost their sites in the 123-Reg disaster were back online within hours of realising the extent of the hosting error. That was because they had a practical disaster recovery strategy that included secure, up to date backups. If you are serious about your online business but you could not have been one of those who recovered quickly, it’s time to take a close look at your backup strategy.

Could Facebook Instant Articles neuter your content marketing?

Using a mobile phoneFacebook Instant Articles (FBIA) is a new mobile format developed by Facebook and made available to everyone last week. It allows your readers on Facebook to access your content instantly without leaving Facebook, using the Facebook mobile app.

It’s quicker and more mobile friendly than linking to a website and Facebook believe if readers can access your content faster they’ll be more likely to consume it rather than leave because of slow load times.

Together with the latest Google algorithm update in May, it could be seen as another indication of how important mobile access to the internet has become, but as I’ll address later, it could also lead to a change in how and where content marketing works.

Is Facebook Instant Articles for You?

Some large publishers are already publishing Facebook Instant Articles, including Buzzfeed, The New York Times, National Geographic, the Guardian, and NBC News. Use the Facebook app for iPhone or Android to take a look at what they are publishing. Get an idea of the type of material they are using with FBIA and whether your content will work in the same format. If your content is best accessed via a desktop monitor then FBIA may not be for you.

What You Need for Facebook Instant Articles

If you decide you could use Facebook Instant Articles there are some things you should have in place first.

  1. A Facebook Page
  2. The Facebook Pages app to preview your instant articles on your smartphone.
  3. If you want to automate the publishing of your content to FBIA you’ll need an RSS feed that displays the full content of your articles.
  4. If you have a self-hosted WordPress site you can use an official plugin or the PageFrog plugin to publish your content directly from WordPress to Facebook Instant Articles.
  5. You’ll need 10 articles to submit to Facebook for approval before publication can begin.

If you don’t have 10 articles resist the temptation to quickly put some together. If you’re going to use Facebook to spread your content you’ll want it to be good quality material.

You can sign up here and there is a step by step guide by Social Media Examiner.

How FBIA could neuter your content marketing

The basic idea of inbound content marketing is that it gets the attention of your prospects, and draws readers to your website or squeeze page. As a massive source of traffic Facebook has played an important role in this process for many online.

However Instant Articles cuts this flow of traffic and keeps it on Facebook. There are no links to websites, sales pages or squeeze pages.

This is a coming trend. Google and Twitter have recently launched Accelerated Mobile Pages (AMP), and LinkedIn is also working on a version of mobile friendly content that will keep readers on their site.

It seems that the big platforms are going to become dead ends. Our ability to convert readers to customers using content is going to be reduced.

At the moment I think it’s too soon to see what we can do about this. There may be an opportunity within the process that hasn’t yet revealed itself, or perhaps someone will come up with or further develop a platform that will be more content marketing friendly.

As always the internet keeps us on our toes.

Common Info Product Mistakes For Beginners

Many people enter the information product niche full of hope, expectation, and excitement. Often they haven’t taken the time to gather and understand the data surrounding their chosen niche or have a clear plan on how they will make a sustainable income. Some will misunderstand or ignore the relevant facts and accepted wisdom and end up working towards failure.

Here are some of the common mistakes that are made.

Not recognising reality

There’s a lot of data to gather before you should enter a niche. The size of the potential market, sustainability, competition, how to reach your prospects, accepted price points, etc. All of this can be researched before you even decide on a product or service. Once you have the data you need to be certain that your plans reflect the information you have gathered. This is the worst time to be wearing ‘rose tinted spectacles’.

Poor Business Plan

Even with all the correct information it’s possible to put together a business plan that will fail to deliver the profit you’re hoping for. Many people starting out online concentrate on the revenue they could produce and fail to offset the costs of delivering a product or service. These costs are much lower online compared to running a brick and mortar business, but it does not mean they can be ignored. See my previous post Is your online business model profitable?

Unwilling to commit resources

Many newbies fail to realise the resources they will need to get their first product or service up and running. Even businesses online need some start-up capital and the quality of some of the basics does depend on how much you are willing to spend. Website hosting is an area where they may be tempted to go cheap, and subsequently find that their site occasionally goes missing, and that technical support is almost non-existent. As well as financial capital there’s also the investment of time and effort. The have-it-now, get rich quick approach rarely works in business, even online.

Shiny object syndrome

Conversely, many people overinvest when starting online. They probably don’t have a focused business plan and start hopping from opportunity to opportunity, throwing money needlessly as they go. With a realistic understanding of the data and a good business plan it will be possible to predict how revenue will grow in the early days. This will indicate the size of your budget and, together with a focused business plan, should prevent any temptation to invest in shiny objects.

Creating what is not wanted

Too many start with an idea for a product or service they believe their niche will crave yet they fail to do any market research. Consequently they throw themselves and their resources into producing something that the niche will completely ignore. As this is likely to be their first attempt at product creation it will probably have taken a substantial amount of time to get the product ready for launch. Time that could have been spent more constructively if only they had evaluated the product first.

Spending before receiving

Cashflow can be a problem for an online business just as it can be for a brick and mortar one. With all the stories of online entrepreneurs becoming rich quick, it’s easy to be over optimistic about the sales your start-up will achieve. This is where you need to control your budget, continually revise your expected levels of revenue, not forget the effect of commissions if you pay any, and avoid spending money that has not yet entered your business account.

Poor customer service

Neglecting customer service is another beginners mistake. If your product or service hasn’t pleased the customer the worst thing you can do is offer a poor level of customer care. It costs a lot more to keep acquiring new customers than to retain ones you already have. Underinvesting in customer service will have consequences for the long-term future of your business.

The above are some of the most common mistakes made by people hoping to make money with information products. There are plenty of other areas where mistakes can be made. The quality of the product, how well it is marketed, and the use of upsells, downsells and cross sells will all have an impact on the business.

How to Hire Content Creators

Creating content can be a challenge when you’re single-handedly trying to run your own business. If you’re not organised you can end up neglecting your main money making activity, falling behind with producing content, or even having to sacrifice your personal life. However there are some solutions. Instead of creating content yourself you can hire someone else to do it for you.

They may be a ghostwriter for written content, an editor for your videos, or someone with graphics skills to produce your bespoke images, logos or infographics. They take your ideas and guidelines, and create the content to your specifications and deadlines. Once you’ve paid for the content, you own the rights to it and can do whatever you want with it, including putting your name on it as if you had created it yourself.

However, before assigning work to someone, it’s important to understand how to ensure you’re hiring the right person.

Ask for recommendations

Consider the forums, Facebook groups and mastermind groups you are in. You could post a general request for recommendations which includes details of the type of work you are looking to be done. If you have a business relationship with others who also produce content, ask if they produce the content themselves or if they use outsourcing to get the work done. If they use someone else, ask if they would recommend them.

If you cannot get any recommendations look on outsourcing sites like Fiverr and Upwork. They will have a system which grades the content creator based on statistics and/or the feedback of people who have already used them.

Ask for references

When you first contact a new writer or other content creator, ask if they have any references or testimonials they can share. If they provide testimonials ask if you can contact the person who wrote it. If you can communicate with that person directly you can ask about issues that are specific to the work you want done as well as any general questions not addressed in the testimonial, for example whether the writer met all the deadlines or if the work needed an excessive number of revisions.

Ask for samples

Ghostwriters sometimes post examples of the work they have done and graphics providers may display images and logos they’ve produced in the past. If there are no examples or the ones given are not relevant to the work you want done ask if they can provide some. If your hiring a ghostwriter ask how well they understand the subject matter, whether they have produced similar work in the past, and whether they know how to conduct research as well as writing in the form you require. The skill set needed to produce a good sales page or press release is not the same as that required to produce an ebook.

Clarity and agreement

Whether the content creator has set up their own business or works within a service provision site like Fiverr or Upwork, it’s important to be clear about the work you want done, how you expect it to be delivered, and how much you will pay when it is completed to your satisfaction. There should be a formal statement of both your responsibilities and theirs. It sghould be clear who owns the work once it is completed and whether or not the content creator can reuse or keep any of the work produced, including derivatives. If you want a non-disclosure agreement (NDA) applied to the work you should check that this is possible and that it specifically states that your content creator cannot disclose the nature of the work they do for you without your permission.

Start small

If you’ve worked through the above steps and have a content creator who has passed all of them the next step is to give them a small project. This will help you discover if there are any issues when working with them while keeping your risk small. You could start with just a couple of articles or a few images for posting on Facebook. If you have a larger project you should break it up and distribute it amongst several content creators that you want to try out.

As the work progresses check the quality, how well they meet deadlines, and how closely the work produced matches the brief you provided. It’s important to understand it can take a while to establish a working relationship. Give your content creator feedback, both positive and negative, and give them the opportunity to deliver the type of content you want. The clearer you are about your needs, the more chance you have of gaining a content creator who is an asset to your business.

Content Ideas For Better Emails

Magnifying glassover lightbulb of idea related wordsIf you’re stuck for ideas when it comes to writing emails here are some content suggestions you may find useful.

Offer solutions

Before entering your niche you should have performed some initial research. You should have identified the problems and challenges faced by people in your niche. If you can provide solutions to problems you know your target audience has they will be more likely to appreciate hearing from you and continue opening your emails.

Tell a story

People love reading stories they can identify with. There’s a whole section of the magazine rack devoted to it. A story might focus on someone in a situation similar to theirs, it could be about how the products or services you offer have helped your customers, or it could be about someone who has already achieved what they aspire to. If you offer an opportunity for some interaction when you have told a compelling story you are likely to get a lot more responses from your audience. If you don’t have any relevant stories of your own, set up a contest for your readers. Let them tell their stories, select the best, award prizes, then share the winning stories with the rest of your audience.

Stimulate engagement

Every email you write should have a clear point and ideally include a call to action. If you don’t ask your audience to do something, whether it is click a link, respond, comment, or buy now, they are unlikely to do it. If you want your readers to do something after consuming your email put it in writing. Even if you don’t have a link for them to click you can ask for their feedback, opinions, or any experiences similar to those mentioned in your email.

Build relationships

People buy from those they know, like and trust. Engaging your audience in social media and on your blog can help build a relationship, and you can also do this via your emails. Don’t write as if you are a faceless, impersonal department in a huge corporation. Be human. Occasionally reveal something about yourself or your business that your readers can identify with. If you also cover some of the above suggestions in a series of emails your audience will feel more connected to you.

Each of your emails should inform, educate, and entertain. Often the best emails are ones that keep to the point. Give your reader too many things to think about or too many different links to click and you’re likely to lose them. Try to incorporate each of the above suggestions into your email sequence and your list is more likely to be an engaged and responsive one.