My Journey to Inbox Respect
You know that moment when you come to terms that you’ve been deliberately doing something totally wrong for, oh, over a decade?
Yeah, that was me recently. Picture me sitting at my desk, sipping lukewarm coffee, finally having my “Come to Jesus” moment and getting real with myself over the impact that SPAMming folks has had on my business relationships. And let me tell you, it’s been a wild ride, from greedily amassing email addresses to genuinely valuing the folks who actually want to hear from me – my true “Fans of Sarah” or “Fans of BizHacks” or whatever.
The Early Days: Quantity Over Quality
Back when I was spearheading WeatherVane Creamery (remember that adventure?), I was all about building assets. And what’s a prime business asset? A massive email list, of course! I figured that every email address was a vote of support that I could show to banks and investors. So, I went on a crusade- every LinkedIn connection, every business card I collected, and every survey response went straight into my newsletter list. GDPR? Canadian anti-spam laws? Pssh, minor hurdles. I mean, it’s all business communication, right?
I even consulted my LegalShield law firm about my little strategy. The lawyer, doing that lawyerly thing, cautioned me that my reasoning probably wouldn’t hold up in court. But did that stop me? Nope! I slapped a disclaimer on it and kept on trucking, adding folks left and right. I was like Oprah but with emails: “You get an email! And you get an email!”
Ignoring Good Advice Because I'm Stubborn Like That
In 2020, I had an email exchange with two wise souls, Michael Helmke and Tony Julian. These guys knew their stuff and kindly tried to steer me in the right direction.
Tony pointed out that while the U.S. has opt-out rules, adding people without their consent isn’t exactly winning me any fans. He mentioned GDPR and Can-Spam regulations, and even dropped some helpful links. Michael was more direct, questioning my approach and suggesting a more personalized, manual method of reaching out to new connections.
But did I listen? Nah. I read their emails, nodded along, and thought, “That’s nice, but I’ve got this figured out.” I was convinced that casting a wide net was the way to go. If some people didn’t like it, they could just unsubscribe, right?
The (Inevitable) Come to Jesus Moment
Fast forward to now, after countless hours and dollars spent on email marketing courses, templates, and strategies. I started noticing that my open rates were dismal, engagement was pathetic, and, surprise, surprise, some folks even emailed me back asking, “How do I know you?” Shocking, I know.
The final straw wasn’t even when I started experiencing weird email tech issues. I’ve been blacklisted (I’ve got a #BizHack for that!), emails weren’t going into inboxes, and my analytics were all off.
EVENTUALLY, I thought, “Could all those people be right, after all?” Spoiler alert: They totally were.
By greedily hoarding email addresses, I was valuing quantity over quality—a classic scarcity mindset trap. I wasn’t respecting people’s inboxes, or just people.
Making Amends and Turning Over a New Leaf
So, I decided it was time to fess up and make things right. In April’s e-blast, I wrote:
“Hi there,
I’m sending out the latest issue of [THE LOWDOWN] shortly and wanted to give you a heads up about something I’m not too proud about.
Let me level with you—I got carried away adding folks to my monthly e-newsletter [THE LOWDOWN] without explicitly asking first. 🤦♀️ My enthusiasm for connecting with fellow entrepreneurs through LinkedIn and my webinars led to some… let’s call it “overeager” list building and was distinctly not what the experts recommended. But I stubbornly forged ahead and did it anyway.
I now see the error of my ways. I want to keep Fans of Sarah happy while not irritating the rest.
To add to the matter, I’ve been experiencing assorted email tech issues since the end of October! Karma? Perhaps.
So, if you’re digging the content and want to keep receiving [THE LOWDOWN] (packed with #BizHacks, networking opportunities, and free webinar invites), just hit reply with an emphatic “YES!”
No response = I’ll take the hint. I might send you an “Are you sure?” but will ultimately remove you from the list. No hard feelings!
As I send [THE LOWDOWN] once a month, please let me know by the end of April.
Either way, thanks for hanging in with me thus far.”
The responses were… enlightening. Many appreciated the honesty, and some (politely) asked to be removed. And you know what? It felt good. Liberating, even. I was no longer spamming the masses; I was cultivating a community.
Lessons Learned (So You Don't Have to Make the Same Mistakes)
Quality Over Quantity: A smaller list of engaged subscribers is infinitely more valuable than a massive list of people who don’t know how they ended up there.
Consent Is Key: Always get explicit permission before adding someone to your email list. It’s not just about legality; it’s about respect.
Listen to Wise Counsel: When smart people like Michael and Tony offer advice, maybe don’t wait three years to take it to heart.
Be Willing to Change Course: Stubbornness can be a virtue in entrepreneurship, but not when it blinds you to better practices.
Authenticity Wins: People appreciate honesty. Admitting your mistakes can actually strengthen your relationships with your audience.
Shoutouts and Thank Yous
A massive thank you to Michael Helmke and Tony Julian for your patience and wisdom. Your advice planted the seeds that eventually grew into this much-needed epiphany. I might be stubborn, but I’m not immune to good sense—it just takes me a minute (or a few years).
Moving Forward
I’m committed to doing things (and teaching things!) the right way from here on out. To everyone who stuck around, you’re the real MVPs. And to those who parted ways, no hard feelings—I respect your decision and your inbox.
For any fellow entrepreneurs out there playing the email numbers game, take it from someone who’s been there: Bigger isn’t always better. Focus on building genuine relationships with people who want to hear from you. Your colleagues and Perfect Future Clients will thank you.
Keep going,
PS- If you are reading this and WANT to get [THE LOWDOWN] in your inbox every month? Sign up HERE.
