Design and Conquer Your Emails

After the bouquet is tossed, the honeymoon comes to an end, and all of the wedding gifts have been put away… then begins the real marriage.

Oddly enough, marriages are a little like the relationships we have with our Opt-In emails. Depending on your lead generation and emailing practices, your business could have a variety of relationships with your subscribers. For instance, you’ve got your:

	“Shotgun Wedding” Subscribers: forced into the relationship at the point of sale, or by implicit opt-in before they even knew what was happening. These relationships usually fall apart once everybody has fulfilled their end of the bargain.
	“Just Married in Vegas” Subscribers: things moved pretty fast, and they don’t remember much except giving away their email address and waking up with a feeling of remorse the next morning. Don’t expect their unbridled enthusiasm to last much longer than their inevitable hangover.
	“Long Bumpy Road” Subscribers: although they definitely knew what they were signing up for, these subscribers never participate but also never quit. Sometimes you just sit and wonder, “what are we still doing together?”
	“Hot and Cold” Subscribers: when it’s good it’s good, and when things are bad, well, it’s a cold and lonely world out there. Cherish the good times, and don’t dwell if their love suddenly goes cold.

And your...

“Match Made in Heaven” Subscribers: these subscribers value what you give them, and send the love and appreciation right back. Treat them like your “1(to-1) true love” and they’ll keep coming back for more..

Ultimately, most businesses would like to find their “Match Made in Heaven” subscribers and the way to achieve these loyal fans and advocates is through setting expectations and guidelines, and letting your subscribers know what you plan to provide them. Build your subscribers through trust and great value, and they’ll join you for the long-haul.

And remember, no matter what kind of marriage you’re looking at with your subscribers, find a way to make it work for the time you have them. Though the ultimate goal is a lifetime of love and appreciation for everyone–always enjoy one-another while you can!