We’ve been talking about email marketing on the Diverse Solutions blog lately. I think email is useful because it’s personal. In some ways more so than social media traffic.

Sure I can share a link through Twitter and through a Status update, but how many people are actually going to read what I’ve shared? Whereas with email, the interaction is personal, it’s expected and so the chances of it being read and far greater.

Makes sense? Am I wrong?

Here’s a great presentation on using email to build communities from VC Taylor Davidson:

Key Takeaways:

(quoting Taylor Davidson)

“Social media gets the attention, but email is still part of the pie.”

I agree. Social media is great. But email is still very powerful. So if you’re not doing something to build your database (to grow your list), you’re losing out.

“People don’t want email. But they do want curated, relevant and timely pointers and summaries of what they need to know.”

The problem with most newsletters is that people use them as another sounding board. All they say is “buy, buy, buy” and “me, me, me.” There’s rarely any value. The one’s that get read… The one’s that get shared…are the ones that are useful first and foremost.

“Listen, respond. Measure, shift. Always be learning.”

This part is important because as time goes by, you’ll learn what works and what doesn’t. What kind of content does your audience respond to? What do they want to learn? And, are you delivering on that content promise?

An Example: homeownershipuniversity.com

I like what Scott Schang is doing to build his database and deliver relevant information to his audience. Here’s what his email capture form looks like:

Once someone opts in, he focuses on delivering high value, educational content. Helpful first. And selling through educating.

What I’d really love to see is examples of how folks who author a “365 Things To Do” Page are using email to grow their database and connect their audience. Sure you have a Facebook Page, but you don’t own that “asset”… Facebook does. Thoughts?

How do YOU do it?

How are you growing your database? Is email part of your content marketing mix? How are you connecting with your audience? Share some examples with me… I’d love to see what you’re doing…