“Email Does Not Build Rapport!?” Inconceivable!

I had a Princess Bride moment yesterday. Here’s the story…

I was a guest expert (discussing email marketing) at an online mastermind meeting.

Co-host (and Story Power email subscriber) Lesley Nase shared some great tips about how to use email to build rapport with followers. 

Then we entered the Zoom breakout room where a naysayer proclaimed: “You can’t build rapport with people on an email list.” 

I replied: Many people don’t know how to build rapport with email subscribers. But if you know what you’re doing, you can build strong rapport with subscribers.” 

Naysayer shot back: “No. You can’t build rapport with emails.” 

And that’s when I remembered that scene from The Princess Bride. I channeled Inigo Montoya and thought, “You keep using that word (“rapport”). I do not think it means what you think it means.” 

Here’s that GREAT scene…

And here’s what that word means: 

rapport [ ra-pawr, -pohr, ruh- ]
noun
relation; connection, especially harmonious or sympathetic

And yes, Buttercup…

…email, when done properly, builds rapport…

…and lots of it.

Successful, confident email marketers know…

It’s all about
rapport-building. 

When you consistently deliver informative, entertaining, relevant, emails — based on a deep understanding of and respect for your followers…

…you strengthen relationships…

…you build trust…

…you establish mutually-beneficial connections…

…and (here comes the bottom line)…

…you sell more —
without pitching
and prodding. 

(I ran an email marketing software company for 19 years. I saw this happen again and again and again.)

That’s why I’m working on my new program — Email Marketing Power — so you can consistently deliver entertaining, relevant, rapport-building emails. 

Stay tuned for the details.