Welcome to the Email Marketing Ecosystem Newsletter

Welcome to the very first issue of The Email Marketing Ecosystem Newsletter.

I’m making some changes to my business and to how I send my weekly emails. You are witnessing the very first change.

I used to send emails every Tuesday and Thursday.

From now on, I’ll write a longer, more thoughtful piece every Thursday. Which is what you’re reading now.

And now I’d like to answer your first question:

Why are you calling it the Email Marketing Ecosystem Newsletter, Tanya?

Thanks so much for asking.

I’ll start my answer by talking about a totally different subject.

Consistency.

One of the most important things I’ve noticed in observing email marketing campaigns from businesses of all types, as well as in creating those campaigns for my clients and for my own business, is consistency.

Consistency in sending, so people know when to look for your emails.

Consistency in what your business is offering and who you serve.

And consistency in your voice, personality, and mission.

When people understand who you are, what you do, and what you’re all about, it’s easier for them to determine whether you’re the right fit for them.

It’s also what draws the right people to you and makes them feel welcome as part of your community.

This is true whether you’re representing your business at a farmer’s market, on a podcast, on your website, on social media, or from your brick-and-mortar store.

You want your overall vibe, messaging, and presentation to be consistent. That way, people don’t hear one thing in one place and another thing somewhere else, which can be confusing.

I have always tried to keep my email cadence, my offers, my voice, and my mission consistent.

But things change. I am making decisions about my business that affect you, as my subscriber, and me as the business owner. I want to keep you updated on what these changes are and what they mean for both of us going forward.

Some of those changes have to do with the way I’m presenting myself and my business in the world.

Why?

It comes back to that word, “ecosystem.”

Yeah, What’s Up with the Word “Ecosystem?”

According to the Oxford Dictionary, ecosystem, as a general term, refers to “a complex network or interconnected system.”

If you think about it, we’re all our own unique ecosystems.

Our bodies are ecosystems in and of themselves, housing specialized networks and organisms that cooperate to keep us functioning.

We exist within whatever ecosystem we live in, such as our city, or a geographical area, like the plains, the desert, or mountain regions.

And our entire planet is its own ecosystem.

Our businesses are ecosystems too. So is our marketing.

If you look at your business and your marketing as an interconnected system, you want everything to work together to reach out to new people, draw them in, explain who you are and what you do, and convert them into customers who buy your product or service.

This is literally the lifeblood of your business.

Which is where the whole consistency thing comes in.

Ecosystems thrive when they’re kept basically consistent. Yes, there will be changes. Changes in season, health, and environment.

But when those changes are sudden or drastic, the ecosystem doesn’t do very well.

Shocks to the (eco)system reverberate throughout the system and cause serious problems.

The same is true of your marketing ecosystem. A sudden shock can cause everything to fall apart, which results in lost revenue.

Your goal should be to keep your marketing ecosystem consistent in voice, content, and delivery, so you keep that steady stream of customers coming in. This feeds your ecosystem and keeps it healthy. And we all want healthy, thriving businesses.

Ecosystems also expand, which can be a good thing, but may result in some growing pains.

That’s what I’m working on right now.

Expanding My Email Marketing Ecosystem

Up until now, I used a tried-and-true method of putting out content (a blog and weekly emails) and attracting new subscribers to my email list with a main lead magnet and content upgrades.

That worked well for me. It worked well for my clients too.

But things change.

I’ve tried many marketing methods over the years. Everything from quizzes and Facebook ads to networking, being on podcasts, and organic social media posts.

What I’m seeing work well is creating a marketing ecosystem that relies on a primary, consistent content source. That source is then distributed to different platforms in appropriate ways, so more people can find and connect with that content.

That’s what I’m building for my own business. And I’m inviting you to follow me on this journey so we can learn together.

For me, this email newsletter will be that primary, consistent content source. If you’re subscribed to my email list, you’ll still receive this email newsletter in your inbox every Thursday.

At the beginning of the following week, it will get distributed on my website and different newsletter platforms, as well as repurposed to share on social media.

That’s how I’m creating a consistent, growing, thriving marketing ecosystem that brings in more customers for my business. As I learn what works, I’ll replicate this for my clients and their businesses.

I’ll still talk about building relationships with your subscribers and nurturing them on their customer journeys. I’ll still advocate for you writing one email a week and sharing valuable information that helps your subscribers see that you have the ideal solution for their problem.

I’ll just do it in an expanded format, creating my own marketing ecosystem. And I’ll model what I’m doing for you, so you can do it too.

So, to make a short story long, that’s why I’m calling this the Email Marketing Ecosystem Newsletter.

Welcome here.

I hope you enjoy the journey and you’re able to take what I’m doing and apply it to build your own marketing ecosystem for your own business.

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