6 Email Marketing Guidelines to Live By

Table of Contents

• Email Marketing Guidelines: Best Practices

• 1. Become Indispensable

• 2. Create a Purple Cow

• 3. The Art of Storytelling

• 4. Permission Marketing

• 5. Unleashing the Ideavirus

• 6. Tribes

• Conclusion

Seth Godin is the best marketer in the world and has published more than 20 best-selling books on the art of marketing to prove it. 

What is fascinating about Seth's books is that he doesn't talk about marketing trends but principles. He is a pragmatic, real-life philosopher. 

In this article, we will discuss six marketing principles taught by Seth and how these principles can become an email marketing guideline for your newsletter. 

Email Marketing Guidelines: Best Practices

1. Become Indispensable

Seth Godin's book "Linchpin" delves into the idea that each of us has the potential to become indispensable in our work by adopting a unique set of principles and attributes.

While the book primarily addresses career development and personal growth, its principles can also be effectively applied to improve your email marketing strategy.

In "Linchpin," Godin emphasizes the concept of emotional labor, which involves putting your heart and soul into your work. In email marketing, this translates into crafting emails that genuinely resonate with your audience emotionally. 

Instead of sending out generic promotions, focus on creating emails that connect with subscribers on a deeper level.

Share authentic stories, showcase your brand's values, and evoke emotions that align with your message. When you engage your subscribers emotionally, they are more likely to open, read, and act upon your emails.

Godin encourages individuals to view their work as a form of art. If you see what you do as art, you will be more likely to make a masterpiece. 

In email marketing, this means treating each email campaign as a creative endeavor. Elevate your email design, content, and messaging to stand out from the mundane and generic emails.

Consider the aesthetics of your emails, experiment with visuals, and pay attention to the layout and typography. This is what constitutes your brand. Make each email visually appealing and memorable, transforming it into a work of art that captures your subscribers' attention.

Godin's ultimate message in "Linchpin" is that you can thrive in a rapidly changing world by embracing these principles and becoming indispensable in your work. 

In email marketing, this means going beyond the basics and continually striving to improve and innovate.

Regularly analyze your email marketing metrics to identify areas for improvement. Test different strategies, segment your email list effectively, and leverage automation to streamline your campaigns. 

By "becoming indispensable" in your email marketing efforts, you can achieve better results and maintain a strong connection with your subscribers.

2. Create a Purple Cow

Seth Godin's "Purple Cow" book could be his most important one. A "Purple Cow" symbolizes something unique and remarkable, standing out in a sea of ordinary and mundane offerings or experiences.

This concept challenges businesses to stand out in today's crowded marketplace. 

He introduces the concept of the "Purple Cow," as something remarkable and unique that captures people's attention and sets your product or service apart from the ordinary. 

If the linchpin concept puts you in the game, creating a purple cow differentiates you from the crowd.  

Godin's central message in "Purple Cow" is the importance of being remarkable or different. 

In email marketing, this translates to creating content or email campaigns that are not just ordinary messages but something extraordinary. Your emails should stand out in a recipient's inbox, making them want to click and open.

Godin underscores the significance of capturing attention right from the start. In email marketing, this begins with your subject line. Avoid generic or uninspiring subject lines, as they will likely be ignored.

Instead, craft subject lines that intrigue, provoke curiosity, or create a sense of urgency. Experiment with A/B testing to take different approaches to see what resonates best with your audience. 

A remarkable subject line can significantly improve your email open rates.

Successful email marketing means staying up-to-date with the latest trends and technologies and "Purple Cow" encourages businesses to innovate continually. 

Try experimenting with new email formats, personalization techniques, advanced segmentations, and AI and automation tools. 

Be bold and challenge conventional email marketing practices. By embracing innovation, you can keep your email campaigns fresh and engaging.

Seth Godin's "Purple Cow" principles provide valuable insights for improving your email marketing campaigns.  

Remember that email marketing is not just about sending messages; it's about creating memorable and engaging experiences for your subscribers that leave a lasting impression.

3. The Art of Storytelling

In his book "All Marketers Are Liars," Seth Godin explores the art of storytelling in marketing and the power of narrative to shape consumers' perceptions and choices. 

Storytelling is what enhances email marketing campaigns. 

Godin emphasizes that effective marketing is not about presenting facts and figures but telling compelling stories that resonate with your audience. 

In email marketing, this principle translates into crafting emails that engage and resonate with subscribers emotionally. 

Instead of dry, promotional content, weave narratives into your emails that connect with your audience on a personal level. Share stories about your brand's journey, customer testimonials, or case studies highlighting real-world benefits.

Godin underscores the importance of authenticity in storytelling. We can sense when someone is telling lies very quickly. In email marketing, this means being honest and transparent with your subscribers. 

Avoid hyperbole and exaggeration in your emails. Present your products or services accurately, and share genuine stories that reflect your brand's values and mission. Authenticity builds trust, which is crucial to email marketing success.

Godin suggests that brands should maintain a consistent narrative over time. In email marketing, this translates into ensuring that your emails consistently reflect your brand's voice and messaging. 

Take for example, what Morning Brew does. They tell the news uniquely and humorously— They have mastered the art of storytelling.

Whether it's your tone, style, or the values you promote, ensure your emails align with the overall narrative you're trying to convey to your audience. This coherence helps in building a solid brand identity.

One of the most simple yet ignored concepts in storytelling?

 Determining who you are talking to.

Godin discusses how people have pre-existing worldviews that influence how they perceive and accept stories. In email marketing, understanding your subscribers' perspectives and preferences is crucial. 

Segment your email list based on factors like demographics, behaviors, and preferences to tailor your messaging to different worldviews.

Personalization increases the likelihood that your emails will resonate with individual subscribers.

By incorporating these principles into your email marketing campaigns, you can create more compelling, personalized, and effective emails that resonate with your audience and drive better results. 

Remember that the true power of storytelling lies in its ability to forge genuine connections with your subscribers and make your brand's narrative a part of their own stories.

4. Permission Marketing

Seth Godin's groundbreaking book "Permission Marketing" revolutionized how businesses approach customer engagement. It is as if Seth was talking directly to email marketers. While published in the early days of the internet, its principles remain highly relevant to modern email marketing. 

One of the central principles of "Permission Marketing" is that gaining explicit consent from individuals to receive marketing messages is a valuable asset, not spam. 

This concept is at the core of email marketing. When someone subscribes to your email list, they permit you to communicate directly with them and arrive in the primary inbox. 

Godin stresses the importance of delivering anticipated, personal, and relevant messages. This means delivering content that meets your subscribers' expectations and is personalized to their interests and needs. 

Segment your email list to tailor messages based on subscriber preferences, behavior, and demographics. Anticipated and relevant emails are more likely to be opened and acted upon.

Godin emphasizes that trust is earned over time through consistent, relevant, and respectful interactions; building trust is ongoing. 

Deliver your promises, maintain transparency, and provide value through your emails. Over time, this trust will strengthen your subscriber relationships and loyalty.

"Permission Marketing" introduces the concept of the permission pyramid, with different levels of permission representing the depth of a customer's relationship with a brand. 

In email marketing, understanding these levels can help you tailor your campaigns accordingly. Some subscribers may be casual readers, while others are loyal customers. Segment your list and send content that matches each level of permission.

That is why beehiiv introduced premium subscriptions to help you differentiate within them. 

Godin advocates education over interruption in marketing. Using emails to educate and inform rather than simply pushing products or services.

Provide valuable insights, tips, how-to guides, or educational content that helps subscribers solve their problems or achieve their goals. Educational emails are more likely to be appreciated and shared.

Godin underscores the importance of measuring the effectiveness of your marketing efforts and seeking feedback. One way to get that information is to track key metrics like open rates, click-through rates, conversion rates, and subscriber engagement. 

Also, with beehiiv, you can use polls or surveys for your subscribers to get direct feedback.

Use this data to refine your email campaigns, test different strategies, and continuously improve your approach.

In conclusion, Seth Godin's principles from "Permission Marketing" emphasize obtaining and respecting permission, delivering anticipated and relevant content, building trust over time, and focusing on education rather than interruption. 

Applying these principles to your email marketing strategy allows you to create more engaging, respectful, and effective email campaigns that resonate with your subscribers and ultimately drive better results. 

Remember that email marketing, when done right, can be a powerful tool for building lasting customer relationships based on trust and mutual benefit.

5. Unleashing the Ideavirus

To this point, we have covered the importance of becoming indispensable, creating a purple cow, telling compelling stories, and asking for permission. Now, it’s time to spread the word! 

In his groundbreaking book "Unleashing the Ideavirus," Seth Godin delves into how ideas spread like viruses, influencing people and transforming industries. 

Godin emphasizes the need for content that is truly remarkable and worth sharing. (That is why you need to implement the first four practices if you want this fifth one to work).

When your emails offer something extraordinary, recipients are more likely to forward and share them with others, expanding your email's reach.

Okay, let's assume your content is excellent. How do you spread it like a virus?

Godin highlights the importance of identifying and targeting influential individuals who can help your idea (or, in this case, your email campaign) gain traction. 

This concept applied to email marketing means identifying and nurturing relationships with key subscribers who advocate for your brand. You can collaborate with other influencers in your industry or do guest articles for another email newsletter. 

One of the biggest advantages of beehiiv is that you can become part of the greatest community of email newsletter marketers. These individuals can help amplify your email's impact by sharing it with their networks.

Godin introduces the concept of "sneezers" – individuals who spread ideas, and "amplifiers" – those who help ideas reach a broader audience. Sneezers can be your loyal subscribers who eagerly share your emails, while amplifiers may be influencers in your industry. 

Identify and engage with both groups to maximize the viral potential of your email campaigns.

"Ideavirus" stresses the importance of making it easy for people to share your ideas. This is the idea behind beehiiv referral program. It makes it easy for your "amplifiers" to spread the word outside. 

To this point, you are putting all the effort into reaching other people with your content. 

To spread an Ideavirus, Godin suggests encouraging engagement and interaction. In other words, try incorporating interactive elements into your emails, such as surveys, quizzes, polls, or user-generated content campaigns.

Engaged subscribers are more likely to actively participate in your email campaigns and share their experiences with others.

Since we recently had a worldwide pandemic, you may know more about how viruses behave. It all started with COVID-19 in its simple form; however, it evolved from variant to variant after a couple of months.

The same things need to happen with your content. You can have a great idea to spread, but if you want to keep spreading the word, you must evolve your content.  

Godin acknowledges that ideaviruses require ongoing attention and evolution. In email marketing, this means continuously refining your strategies based on subscriber feedback and analytics. Monitor email performance, conduct A/B testing, and adapt your content to stay relevant and resonate with your audience.

Applying these principles to your email marketing campaigns can transform your emails into ideaviruses that effectively spread and influence your audience. Remember that the key to success lies in providing valuable, shareable content that resonates with your subscribers and compels them to advocate for your brand.

6. Tribes

At this point, you should already have the tools to create a decent email newsletter and get hundreds or thousands of readers. However, there is a difference between a good newsletter and a great newsletter.

Seth Godin's book "Tribes" explores the concept of leadership and community-building in a digital age where like-minded individuals unite around shared interests and causes. This principle is the one that helps you move to the next level of influence. 

Godin emphasizes that leadership isn't about being in charge but about creating change. In email marketing, this principle can be applied by taking the lead in your niche or industry. 

Position your brand as a thought leader and expert by providing valuable insights, expertise, and unique perspectives in your emails. When subscribers see you as the leader of a tribe, they are more likely to engage with your content.

You can nurture this community by creating content and offers that align with your subscribers' interests and needs. Foster a sense of belonging and shared purpose through your emails. 

Leaders connect members of a tribe with one another. In email marketing, you can facilitate connections by encouraging engagement and interaction among your subscribers. 

Include discussion topics, forums, or social media links in your emails to connect like-minded individuals within your tribe. When subscribers engage with each other, they become more invested in your brand and more likely to bring others.

This not only applies to the messages you send to your tribe but also to the people you are bringing to work with you. You should start looking for co-workers who share your purpose and passion behind your email newsletter.

This is a fundamental step in growing your newsletter and building a community. You can't do it alone, and the more well-surrounded you are by like-minded people, the more you can influence others. 

Conclusion

In conclusion, crafting a successful email newsletter involves adhering to a set of fundamental principles that can significantly impact your subscriber engagement and overall marketing success. 

We've explored several key principles in this blog post, including the importance of personalization, segmentation, valuable content, permission, the art of storytelling, building tribes, regular analysis, and optimization.

By putting these principles into practice, you can create email newsletters that capture your audience's attention, provide genuine value, and build tribes.

Remember that your subscribers have permitted you to enter their inboxes, so it's crucial to honor that trust by consistently delivering relevant and engaging content.

As you embark on your email marketing journey, keep these principles in mind, and don't be afraid to experiment, refine, and adapt your strategies.

The world of email marketing is ever-evolving, and by staying attuned to your audience's needs and preferences, you can ensure that your email newsletters remain a valuable and cherished communication channel for your brand.

beehiiv is the perfect all-in-one tool to create a unique newsletter, build a community around it, and impact the world. Create your email newsletter with a few clicks today! Sign up here