The Email Marketing Ballet – A Delicate Dance

The Email Marketing Ballet is a Delicate Dance

The concept of sending email messages to people who have agreed to receive them from you is one that requires trust and belief from both parties. The sender seldom knows when or if the recipient has received, opened, read, internalized, and taken action on the contents of the message. The recipient never knows exactly when the message will arrive and if it will contain something of great value to them on that particular day. Email marketing makes my world go ’round and will for you as well if you’re up to the challenge. Let’s take a look at what I describe as the “email marketing ballet.”

I originally started this post when spring training reporting was to begin in just a few days. That has all changed during the spring of 2020 but I thought I would use continue to use baseball as my analogy. The only change I will make is to assume the players are actually at spring training and want the batter to hit the ball most of the time.

In this case the sender is the pitcher, waiting on the mound for everything to be just right. Even though the recipient of his pitch is in view he has little knowledge of what the third party (the batter) is thinking. The job of the pitcher (in baseball) is to deliver the ball to the catcher, but if that would occur with each pitch the game would hold little interest for the fans. Instead, we want the batter to make the most of each opportunity to hit a home run. With email marketing, it’s the batter who becomes the star when they are able to successfully intercept the pitch before the catcher can receive it. In case you’re keeping score it breaks down like this…

The pitcher is the sender of the message.
The batter is the intended recipient (during spring training).
The catcher represents everything that keeps the message from being received as the sender intended, such as perceived time constraints neglect, overwhelm, distraction, lack of focus, indifference, and sometimes the spam or junk folder.

Email marketing is two sided and requires interest and participation from both parties. It’s a delicate ballet between the dancers, with give and take on both sides and trusting the other to catch you if and when you are ready to take a leap of faith. I often refer to my email folders as one of my most valuable assets.

Many days I challenge myself to go through my “priority” folder for ideas and inspiration before composing my own email message. And every day I reply to the people I subscribe to and share a thought or an idea with them. I encourage you to do the same, with me and others you follow. It is up to each of us to hit it out of the ball park and not allow the catcher to steal our dreams. In case my analogy does not make sense to you please remember it is not even four in the morning as I am writing this post. Consider the power of your own email marketing ballet as you grow your business.

I’m bestselling author, marketing strategist, and entrepreneur Connie Ragen Green and I would love to connect further with you to help you to achieve your goals. If you are interested in learning how to optimize the syndication of your content, please take a look at my popular Syndication Optimization training course and consider coming aboard to increase your visibility, credibility, and profitability. I’m here to serve you!