Nick Berry

Mastering the Art of Email: Your Business Lifeline in the Age of Social Media Algorithm Chaos

Mastering the Art of Email: Your Business Lifeline in the Age of Social Media Algorithm Chaos

Last week, someone broke something at LinkedIn, and everyone noticed their reach tanked. I don’t have a ton of followers on LinkedIn, but even I noticed something was seriously wrong. Then I saw the legend Dave Gerhardt confirm it with this post.

Just when you think you’ve cracked the code of social media algorithms, they pull a fast one on you. Like a rickety old rollercoaster, the ride is thrilling, but man, does it take a toll on your sanity—and your business. So, let’s talk about something sturdier, more reliable: the humble email list.

Email List Basics

What is an email list? Picture this: A gathering of people—your customers, prospective customers, fans, all sipping their virtual coffees—listening to what you’ve got to say. Now imagine this powwow happening in their inbox. That’s your email list. It’s essential for business because it’s a direct line to your audience, no intermediaries, no whimsical algorithms. It’s you, them, and the digital conversation you’re having.

Building this list is a bit like planning a murder mystery dinner party. You’ve got to find the right people, make them feel special, and keep them engaged. Remember, it’s a marathon, not a sprint.

I’ve covered several different methods, so we’re not going to go to deep here, just read the other posts.

Social Media Algorithms

The realm of social media algorithms can sometimes feel like you’re stuck in a labyrinth with a blindfold on. They’re essentially sets of rules that decide what content users see, and when. While these algorithms can be helpful in sorting the digital wheat from the chaff, they’re fickle creatures.

Today, your post is soaring; tomorrow, it’s lost in the ether. Businesses can and have been left in a pickle when algorithm changes suddenly drop their visibility. Think of it like a sudden change in weather: One moment you’re sunbathing; the next, you’re caught in a downpour without an umbrella.

Building an Email List

Here’s your step-by-step guide to building your email umbrella—I mean list. Start with inviting people (ask for their email address), make them feel welcomed (send a thank you note), and keep them interested (share valuable, relevant content). There are a plethora of tools like ConvertKit, SendFox, or even a CRM like BetterAgency that can help with this.

Good practices include keeping your email list clean and spam-free (because nobody likes a party crasher), and segmenting your audience (because you wouldn’t serve steak at a vegan party, would you?).

Algorithm-Proof Email Marketing

What makes an email list “algorithm-proof”? It’s simple—emails don’t bow to social media algorithms. Your message will hit the inboxes regardless of any algorithmic tempest in the social media teapot.

Take, for example, language app DuoLingo, who has created a massive email list of eager language learners who have voluntarily signed up to receive updates, tips, and learning resources. This direct line of communication has proven invaluable in building long-term relationships, independent of the fluctuating winds of social media algorithms. (even though their social team is amazing)

Content Creation for Email Marketing

Content is the lifeblood of your emails. It’s what makes your audience click, read, and act. It’s like the charm of the charismatic party host. Personalization and segmentation are the name of the game. Remember, you’re serving a banquet of information catered to each guest’s taste, not a one-size-fits-all stew.

Maintaining and Growing an Email List

Just like nurturing a garden, you need to regularly prune and water your email list. This means regularly checking in with your email subscribers (don’t be that friend who only calls when they need something), and constantly seeking new subscribers.

Measuring Success

How do you know if your email marketing is working? It’s not like a sitcom with a laugh track—you need KPIs (like open rates, click-through rates, and conversion rates), and most email products will help you track them..

And if your performance isn’t hitting the mark? Don’t pull your hair out. Analyze, adapt, and try again.

Does Email Have a Future?

Predicting the future of email marketing is a bit like trying to predict next year’s fashion trends. But one thing is certain: email is here to stay. As for future algorithm changes? With a robust email list, you’ll weather the storm. Just remember to keep up with innovations and trends, because in the digital world, complacency is the real enemy.

Building an email list is like preparing for a rainy day—it might not seem necessary when the sun is shining, and the algorithms are in your favor. But when the storm hits (and it will), you’ll be glad you brought your umbrella.

So, if you haven’t yet, start building that email list today. Your future self (and your business) will thank you. Trust me, I’m an expert—or at least, I play one on the Internet.

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