Seth Godin says in his post, The Pope is coming:
“…Whether you run a hotel or a retail store or a parts supply store, things change when you find out the Pope is coming for a visit.
The fresh flowers get delivered, the beds are made a little tighter and your best staff are waiting out front. Everything is a little bit cleaner and shinier. Maybe, a few staff bring in their kids to sing a song or two…”
The extra effort is made because we know that things can be better than they are; and we want to be at our best when the Pope arrives (or the President, or a celebrity or the boss). What about making things the best that they can be for everyone – especially your next customer? The reality is, neither the Pope nor the President will show up at your place. But your next customer will.
The same is true for email marketing. If you knew that the Pope or the President or an A-list celebrity was going to receive your next email, you’d probably invest a little more time and effort to make sure that it was perfect. You’d choose your words carefully, test all of the links and use your best content.
What if you did that every time you sent an email?
Every person on your email list is important. With regard to your business, the people on your email list are even more important than the President or the Pope. So why not give them the best that you’ve got?